| This thesis is about a research on disseminator influence of star spokesman in TV advertisement. Based on Semiology, the passage explores the influence of star spokesman in TV advertisement, with a way of jurisprudence of abstract research.In this essay, firstly, it uses the idea of Semiology to create the text of star spokesman in TV advertisement, and classifies the information dissemination elements of star spokesman in TV advertisement into five symbol systems: advertisement information dissemination condition symbol system, advertisement spokesman role expression symbol system, advertisement information dissemination correlation symbol system, advertisement spokesman self qualification symbol system, and advertisement spokesman replacement symbol system. Secondly, the symbol system is classified into several indexes, which establish the index tree of dissemination system of star spokesman in TV advertisement, and finally set up the index system. Then, these divided and measurable indexes can be transformed to some easily understood ones, Becoming questionnaires that are logically connected to test how much attention the public pay to them. The two top cities will be selected to have sample investigations in large scale nationwide, which can be done at people's home. Finally, 2253 copies of valid questionnaires will be collected in all.The research Uses the dedicated database software EPIDATA to record the information database and SPSS11.5 to check out the data segment error and logical... |
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