本課程教學大綱已提供完整英文資訊（本選項僅供統計使用，未提供完整英文資訊者，得免勾記）【Provide information of course syllabus in English.(This is for statistical use only. For those who do not provide information of course syllabus in English, do not check this field.)】
形形色色的廣告充斥在我們日常生活之中，看電視、讀報紙/雜誌、街頭漫步、上網、滑手機、玩game、社群平台 ... 無處不廣告，無論是營利行質、非營利/公益/社會行銷性質，這些廣告的設計考量為何？又將對閱聽眾產生什麼效果？ 本課程以「理論研究」取向為重，旨在介紹廣告學相關概念和理論，並將引導修課同學閱讀、討論相關期刊論文、熟悉廣告研究的設計與分析，並構思可能的廣告研究主題。 *為奠定學術基礎，俾利提出具發展性的論文主題，本課程需閱讀不少期刊論文，課程要求與作業較多，需投入相當心力，適合以廣告作為論文主題且採用實驗法的同學選修，會有較大收穫。 We are exposed to a variety of advertisements in our daily lives. Watching TV, reading newspapers/magazines, taking walks, surfing the Internet, scrolling through smartphones, playing games, surfing social platforms…We see advertisements everywhere. Whether the advertisements are for-profit or non-profit, for public welfare or for social marketing, or even for political marketing, what are the design considerations behind these advertisements? What effects will the advertisements have on the audience? This course is theory-driven, and is designed to help graduate students understand some important/key concepts and theories related to advertising and the latest advertising research streams, and become familiar with the design and analysis of advertising research. Students are required to develop a research proposal on advertising topics. This course would be especially useful for students who are interested in pursuing a thesis topic in the advertising area; it can provide them a foundation, as well as some insights into advertising research. * To build the academic foundation and propose a developmental thesis theme, this course will require students to read many journal articles.
課程目標 Objectives
1. 掌握廣告研究領域的目前研究發展與熱門主題，從中找出研究缺口，並構思可能發展方向。 2. 學習如何透過實驗法與問卷檢測廣告效果，實際操作規劃與執行。 3. 藉由期末報告之撰寫，構思廣告主題相關研究，能提出清楚的研究架構，並具備研究價值。 Specifically, the course has three main objectives: (1) to develop an understanding of the scope and perspectives in advertising research and help conceive of an interesting research direction by reading and discussing periodical papers and identifying the gaps; (2) to familiarize students with the research methods (experiment and questionnaire design) used to test the effects of advertisements and provide a practical opportunity to plan and practice; and (3) to assist in the identification of research streams viable for future research and propose a clear and valuable research framework by writing the final report.
授課方式 Teaching methods
教師講授+討論+個人報告。本課程安排規劃分為三個部分：(1)廣告學基礎、實驗設計與分析；(2)廣告主題文章導讀與評析(每週針對數篇學術期刊文章，進行導讀、分析與討論，建立基礎概念，並尋找研究缺口與可能發展方向)(修課同學選擇主題感興趣、欲發展為論文之近期SSCI級期刊論文，做深入的導讀與發想)；(3)個人proposal主題討論。 The course is mainly composed of: (1) instructor’s lectures and analysis; (2) discussions; and (3) personal reports. This course is divided into the following three parts: (1) The foundation of advertising theories and practices, as well as experiment design, through lectures by the instructor. (2) The readings from the assigned academic papers related to advertising topics will also form the background for discussions in class. Each week, several academic papers are orally presented by the students to which they are assigned. Students need to analyze the advantages and disadvantages of the papers and lead the discussion. Reading and discussing the academic papers helps to establish basic concepts, identify research gaps, and develop a possible future direction. Students need to select recent SSCI journal papers with interesting topics and do in-depth reading and thinking. (3) Discussion on a personal proposal (term paper). The purpose of the individual term paper is to give the student the opportunity to develop a specific research topic and become familiar with the stages of development of a research proposal.
參考書/教科書/閱讀文獻 Reference book/ textbook/ documents
〔請遵守智慧財產權觀念，不可非法影印。教師所提供之教材供學生本人自修學習使用,不得散播及做為商業用途〕
No copies for intellectual property rights. Textbooks provided by the instructor used only for self-study, can not broadcast or commercial use
(1) Arens, W. & Weigold, M. (2021), Contemporary Advertising and Integrated Marketing Communications (16版), 華泰文化 (2) Moriarty, Mitchell, & Wells (2019), Advertising & IMC: Principles and Practice (11版), 華泰文化 (3) Belch & Belch (2021), Advertising and Promotion: An Integrated Marketing Communications Perspective (12版), 華泰文化 (4) 陳尚永 (2020)，廣告學 (11版)，華泰文化。 (5) 鄭自隆 (2015)，廣告策略與管理：理論與案例交鋒對話，華泰文化。 (6) 廣告領域知名學術期刊
彈性暨自主學習規劃 Alternative learning periods
本門課程是否有規劃實施學生彈性或自主學習內容（每1學分2小時）
Is any alternative learning periods planned for this course (with each credit corresponding to two hours of activity)?
否：教師需於「每週課程內容及預計進度」填寫18週課程進度（每1學分18小時之正課內容）。 No：The instructor will include an 18-week course plan in the weekly scheduled progress (each credit corresponds to 18 hours of instruction)
是：教師需於「每週課程內容及預計進度」填寫16週課程內容（每1學分16小時之正課內容），並於下列欄位填寫每1學分2小時學生彈性或自主學習內容。 Yes：The instructor will include a 16-week course plan in the weekly scheduled progress (each credit corresponds to 16 hours of instruction);the details of the planned alternative learning periods are provided below (each credit corresponds to two hours of activity).
學生彈性或自主學習活動 Alternative learning periods
勾選或填寫規劃內容 Place a check in the appropriate box or provide details
時數 Number of hours
學生分組實作及討論 Group work and discussion
參與課程相關作業、作品、實驗 Participation in course-related assignments, work, or experiments
參與校內外活動（研習營、工作坊、參訪）或競賽 Participation in on- or off-campus activities (e.g., seminars, workshops, and visits) or competitions
課外閱讀 Extracurricular reading
線上數位教材學習 Learning with online digital learning materials
其他（請填寫規劃內容） Other (please provide details)
每週課程內容及預計進度 Weekly scheduled progress
週次
日期
授課內容及主題
Week
Date
Content and topic
1
2022/02/13~2022/02/19
課程介紹 (每週進度與規劃視修課人數作調整)
2
2022/02/20~2022/02/26
廣告效果與實驗設計
3
2022/02/27~2022/03/05
廣告實驗操作與問卷設計
4
2022/03/06~2022/03/12
廣告效果分析
5
2022/03/13~2022/03/19
廣告效果分析
6
2022/03/20~2022/03/26
廣告研究1 (代言人選擇與效果 - 實際主題因應修課同學興趣調整)
7
2022/03/27~2022/04/02
廣告研究2 (視覺與聽覺元素)
8
2022/04/03~2022/04/09
廣告研究3 (廣告感性/理性訴求)
9
2022/04/10~2022/04/16
期中考週
10
2022/04/17~2022/04/23
廣告研究4 (廣告中的隱喻)
11
2022/04/24~2022/04/30
廣告研究5 (廣告遊戲、遊戲內置廣告)
12
2022/05/01~2022/05/07
個人proposal主題討論1
13
2022/05/08~2022/05/14
廣告研究6 (廣告情境與媒介)
14
2022/05/15~2022/05/21
廣告研究7 (廣告創意)
15
2022/05/22~2022/05/28
個人proposal主題討論2
16
2022/05/29~2022/06/04
個人proposal主題討論3
17
2022/06/05~2022/06/11
期末報告
18
2022/06/12~2022/06/18
彈性學習
課業討論時間 Office hours
時段1 Time period 1: 時間 Time：星期二13:00-15:00 地點 Office/Laboratory：管4082 時段2 Time period 2： 時間 Time：星期五13:00-15:00 地點 Office/Laboratory：管4082
系所學生專業能力/全校學生基本素養與核心能力 basic disciplines and core capabilitics of the dcpartment and the university
系所學生專業能力/全校學生基本素養與核心能力 basic disciplines and core capabilities of the department and the university
課堂活動與評量方式 Class activities and evaluation
本課程欲培養之能力與素養 This course enables students to achieve.
紙筆考試或測驗 Test.
課堂討論︵含個案討論︶ Group discussion (case analysis).
個人書面報告、作業、作品、實驗 Indivisual paper report/ assignment/ work or experiment.
群組書面報告、作業、作品、實驗 Group paper report/ assignment/ work or experiment.
個人口頭報告 Indivisual oral presentation.
群組口頭報告 Group oral presentation.
課程規劃之校外參訪及實習 Off-campus visit and intership.
證照/檢定 License.
參與課程規劃之校內外活動及競賽 Participate in off-campus/ on-campus activities and competitions.
課外閱讀 Outside reading.
※系所學生專業能力 Basic disciplines and core capabilities of the department
1.具備良好的理解、表達、與溝通能力。 1. With the professional academic knowledge and skills of marketing communication, every students will be equipped with effective analytical and problem-solving ability.
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2.具備行銷傳播學業知識與技能，並有效分析與解決問題。 2. Mastering the social trends, our programme based on marketing communication management with theory and practice combination.
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3.以行銷傳播管理為基礎，結合行銷理論與實務，確切掌握社會各面向的脈動。 3.Developing the most of leadership and team-oriented spirit, our lecture provide internationalisation, digitalisation, and practical skills which are also emphasised on the society.
4.發揮領導與團隊精神，能與現代社會所強調之「國際化」、「數位化」、「實務化」之專業需求並行。 4. Mastering the social trends, our programme based on marketing communication management with theory and practice combination.
5.具備專業倫理觀念，明瞭對社會作出貢獻是應負之責任。 5.Developing the most of leadership and team-oriented spirit, our lecture provide internationalisation, digitalisation, and practical skills which are also emphasised on the society.
※全校學生基本素養與核心能力 Basic disciplines and core capabilities of the university
1.表達與溝通能力。 1. Articulation and communication skills
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2.探究與批判思考能力。 2. Inquisitive and critical thinking abilities
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3.終身學習能力。 3. Lifelong learning
4.倫理與社會責任。 4. Ethnics and social responsibility
5.美感品味。 5. Aesthetic appreciation
6.創造力。 6. Creativity
7.全球視野。 7. Global perspective
8.合作與領導能力。 8. Team work and leadership
9.山海胸襟與自然情懷。 9. Broad-mindedness and the embrace of nature
Internship: The required or elective courses should include credits and learning hours. Students should participate in the corporative company or institution to practice and learn the real skills. An internship certification must be handed in at the end of internship to get the credits or to fulfil the graduation requirements.