國際廣告的政治經濟分析—台灣與韓國之「國內廣告市場」開放過程及其對廣告產業結構影響的研究
The Political Economic Analysis of Transnational Advertising: The Processes of Liberalization of the Taiwanese and Korean Advertising Markets and Their Effects on the Structure of Advertising Industries

胡光夏
Hu, Guang-shiash

本研究是運用傳播政治經濟學的一些理論概念，來探討國際廣告代理商如何進入台灣與韓國的「國內廣告市場」，以及進入後對兩國廣告產業結構的影響。

本文計分為四個部份來作探討：第一、國際廣告代理商對外擴展的簡史以及台灣與韓國兩國廣告發展概況。第二、國際廣告主要研究取向以及國際廣告的批判與讚揚。第三、本研究的分析概念架構。第四、國際廣告代理商在台灣與韓國發展的政治經濟分析。

Focused on the processes and results of liberalization of the Taiwanese and Korean advertising markets, this paper aims to provide a political economic analysis of these processes driven in part by the Taiwanese and Korean governments and in part by the U.S. government and U.S. transnational advertising agencies (TNAAs) and discusses the effects of the entry of TNAAs on the structure of Taiwanese and Korean advertising industries.

Specifically, this paper addresses four major areas: first, it examines the history of transnationalization of U.S. advertising agencies and the development of the Taiwanese and Korean advertising industries. Second, it reviews the tradition of transnational advertising research and the criticisms and defenses of transnational advertising. Third, it presents the analysis framework of this study. Finally, this paper analyzes the development of the TNAAs on the Taiwanese and Korean advertising markets in terms of some concepts of political economic analysis.

國際廣告公司，傳播政治經濟學，依賴理論，台灣，南韓

Transnational advertising agencies，Political economy of communications，Dependency theory，Taiwan, South Korea

1999.06.28

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國際廣告的政治經濟分析—台灣與韓國之「國內廣告市場」開放過程及其對廣告產業結構影響的研究.pdf