Advertising point of view to explore how social changes in the fifty years after the war activities affected the diet habits of Taiwanese.

• Main Authors: Sun, Lin Feng, 孫琳鳳
• Other Authors: 鄭自隆
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/19366970770627311940

碩士 === 國立政治大學 === 廣告研究所 === 99 === In this paper is from an advertising point of view to explore how social changes in the fifty years after the war activities affected the diet habits of Taiwanese. This study uses Historical Research to collect all published in the China times from 1950 to 2000 the diet activity-related advertising. And use the Content Analysis to analysis of Taiwan social changes of the political, economic, cultural and other relevant official statistical data, and the journal articles. The research results showed the social change makes the diet habits of the Taiwanese from the emphasis on “food’s functional” to “food’s value”. Economic development led diet habits by attention “quantity “towards "quality". Outside culture influences to make Taiwan diet habits Western oriented and fast-food oriented. The changing role of women and thus bring more direct eating habits. The diet industries provide goods and services with different needs dietary trends.