| Summary: | 碩士 === 淡江大學 === 國際貿易學系 === 88 === Abstract：
The purpose of this study is to explore the effect of controversial advertising in different life style. If the people of different demograghic variables may effect by controversial advertising. The samples are collected from college students from Tamkang University and senior high school students from YuDah Senior Commercial School. The controversial advertising was used "Benetton".
The data is analyzed with such as factor analysis, cluster analysis, discriminant analysis, chi-square test and analysis of variance. The results are as followings :
一、different life style effects on ad. :
1. Tamkang University : the popular-hit group is significantly the most positive effect, and the plain and conservative group is the worst positive effect.
2. YuDah Senior Commercial School : the popular and independent group is significantly the most positive effect, and the plain and closed group is the worst positive effect.
二、demograghic effects on ad. :
1. With different income, Tamkang University is more significant difference than YuDah Senior Commercial School.
2. In different grades and ages, YuDah Senior Commercial School is more significant difference than Tamkang University.
3. There is no significant difference between gender in Tamkang University and YuDah Senior Commercial School.
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