| Summary: | 碩士 === 國立體育學院 === 體育研究所 === 85 === The purpose of this research was to analyze the factors which influence audience reading TV sport advertisement. Using audience reception method to psychologize NIKE''s CF "street tennis", and by semiotics to find out connotative in the ad. And to analyze the difference reading position of college students in Taipei. Further more, try to find out the factors which influence the audience''s reading position.
In text part, semiotic research shows that the massage usually conform to selling profit of the advertiser. In audience'' research using quesitionnaire and have got 355 valid samples. The data was analyzed by descriptive statistics, factor analysis, one-way ANOVA and multile stepwise regression. The major results were summarized as follows:
1.The audience''s reading position will not be influenced by their gender in this research.
2.people who know the actors in "street tennis" are more easy influenced by the text than those who do not know the actors.
3.people who saw "street tennis" over 15 times are more easy influenced by the text.
4.In this research, "behavior in the film", "advertising exposure", "image of Agassi", "ego orientation" are variables which can predict reading position efficiently.
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