請用此 Handle URI 來引用此文件：
http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/77417完整後設資料紀錄
| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 王淑美 | zh_TW |
| dc.contributor.author | 劉育珊 | zh_TW |
| dc.contributor.author | Yu-San Liu | en |
| dc.date.accessioned | 2021-07-10T22:00:53Z | - |
| dc.date.available | 2024-01-30 | - |
| dc.date.copyright | 2019-01-31 | - |
| dc.date.issued | 2019 | - |
| dc.date.submitted | 2002-01-01 | - |
| dc.identifier.citation | 「中華民國行業標準分類（第10次修訂）」。105年1月。
Brain（2009年6月）。2004年8月代理權轉移。動腦雜誌，取自http://www.brain.com.tw/news/articlecontent?ID=5764&sort= https://www.dgbas.gov.tw/ct.asp?xItem=38933&ctNode=3111&mp=1 Roger D. Wimmer and Joseph R. Dominick，金兼斌等譯，《大眾媒介研究導論》（Mass Media Research: An Introduction），七版，（北京：清華大學出版社，2005），頁155-168。 李奧貝納（2017年8月）。李奧貝納集團82歲慶生 兩岸三地首度聯合摘星計劃。動腦雜誌，取自http://www.brain.com.tw/news/articlecontent?ID=45188&sort= 柯婉琇（2017年12月）。《國際經濟》內外需強勁，日本11月製造業、零售業報喜，取自http://www.chinatimes.com/realtimenews/20171228002056-260410 孫秀蕙、陳儀芬 （2012）。探索臺灣電視廣告史的研究路徑：從符號學，敘事研究到文化研究。中華傳播學刊，22，45-65。 徐重仁閃辭內幕／林敏雄帶領全聯幹掉惠康、家樂福的祕密。ETtoday新聞雲，取自https://www.ettoday.net/news/20170704/959101.htm 商業週刊（2018年5月）。商周CEO學院》美廉社年收百億關鍵字：「夠了」，取自https://archive.businessweekly.com.tw/Article/Index?StrId=67174 陳蓁美、李淳慧譯（民95），「家樂福傳奇」，遠足文化。譯自Christian Lhermie。 經濟部統計處（2017年5月）。今年量販店營收可望維持成長。經濟部統計處，取自https://www.moea.gov.tw/Mns/dos/bulletin/Bulletin.aspx?kind=9&html=1&menu_id=18808&bull_id=3099 鄭自隆（2005）。雖曰管窺，亦得全豹。新聞學研究， 84， 239-245。 Ipsos（2018年7月）。百大影響力品牌全家首次進入前十名，7-11 仍為零售通路品牌榜首。Ipsos，取自 https://www.ipsos.com/sites/default/files/ct/news/documents/2018-07/p028_mkt_retail_brands.pdf Abernethy, A. M., & Franke, G. R. （1996）. The information content of advertising: A meta-analysis. Journal of advertising, 25（2）, 1-17. Albers-Miller, N. D., & Gelb, B. D. （1996）. Business advertising appeals as a mirror of cultural dimensions: A study of eleven countries. Journal of advertising, 25（4）, 57-70. Albers-Miller, N. D., & Royne Stafford, M. （1999）. An international analysis of emotional and rational appeals in services vs goods advertising. Journal of Consumer Marketing, 16（1）, 42-57. Albers-Miller, N. D., & Straughan, R. D. （2000）. Financial services advertising in eight non-English speaking countries. International Journal of Bank Marketing, 18（7）, 347-358. Almurshidee, K. A. （2017）. Cross-Cultural Advertising Execution Style: Past Trends and Future Directions. Indian Journal of Science and Technology, 10（20）. Banerjee, S., Gulas, C. S., & Iyer, E. （1995）. Shades of green: A multidimensional analysis of environmental advertising. Journal of Advertising, 24（2）, 21-31. Belk, R. W., & Bryce, W. J. （1986）. Materialism and individual determinism in US and Japanese print and television advertising. ACR North American Advances. Bernard Berelson, Content Analysis in Communication Research. （Glencoe Illinois: The Free Press, 1952）, p.18. Briley, D. A., & Aaker, J. L. （2006）. When does culture matter? Effects of personal knowledge on the correction of culture-based judgments. Journal of Marketing Research, 43（3）, 395-408. Chan, K. K. （1995）. Information content of television advertising in China. International Journal of Advertising, 14（4）, 365-373. Chan, K., & Chan, F. （2005）. Information content of television advertising in China: An update. Asian Journal of Communication, 15（1）, 1-15. Chan, K., & Cheng, H. （2002）. One country, two systems: Cultural values reflected in Chinese and Hong Kong television commercials. Gazette （Leiden, Netherlands）, 64（4）, 385-400. Cheng, H. （1994）. Reflections of cultural values: A content analysis of Chinese magazine advertisements from 1982 and 1992. International journal of Advertising, 13（2）, 167-183. Cheng, H., & Patwardhan, P. （2010）. One region, two worlds? Cultural values in Chinese and Indian TV commercials. Asian Journal of Communication, 20（1）, 69-89. Cheng, H., & Schweitzer, J. C. （1996）. Cultural values reflected in Chinese and US television commercials. Journal of advertising research. Cheong, Y., & Kim, K. （2011）. The interplay between advertising claims and product categories in food advertising: A schema congruity perspective. Journal of Applied Communication Research, 39（1）, 55-74. Cheong, Y., Kim, K., & Zheng, L. （2010）. Advertising appeals as a reflection of culture: a cross-cultural analysis of food advertising appeals in China and the US. Asian Journal of Communication, 20（1）, 1-16. Cheong, Y., Zheng, L., & Kim, K. （2011）. Product global reach, advertising standardization, and cultural values: an analysis of 2008 Beijing Olympic TV commercials. Asian Journal of Communication, 21（3）, 279-300. Chiou, J. S. （2002）. The effectiveness of different advertising message appeals in the Eastern emerging society: Using Taiwanese TV commercials as an example. International Journal of Advertising, 21（2）, 217-236. Cho, B., Kwon, U., Gentry, J. W., Jun, S., & Kropp, F. （1999）. Cultural values reflected in theme and execution: A comparative study of US and Korean television commercials. Journal of Advertising, 28（4）, 59-73. Clow, K. E., Roy, D. P., & Hershey, L. B. （2002）. A Comparison of the incidence of advertising strategies in business-related magazines: Services versus goods. Services Marketing Quarterly, 23（4）, 65-80. De Mooij, M. （2004）. Consumer behavior and culture: Consequences for global marketing and advertising. Thousand Oaks, CA: Sage. De Mooij, M. （2010）. Global marketing and advertising: Understanding cultural paradoxes （3rd ed.）. Thousand Oaks, CA: Sage. De Mooij, M., & Hofstede, G. （2002）. Convergence and divergence in consumer behavior: implications for international retailing. Journal of retailing, 78（1）, 61-69. Emery, C., & Tian, K. R. （2010）. China compared with the US: Cultural differences and the impacts on advertising appeals. International Journal of China Marketing, 1（1）, 45. Fred. N. Kerlinger, Foundation of Behavioral Research （4thed. ）（ New York: Holt, Rinehart & Winston）,1983,p.417. Frith, K. T. （Ed.）. （1996）. Advertising in Asia: Communication, culture, and consumption. Iowa State Press. Frith, K. T., & Frith, M. （1990）. Western advertising and Eastern culture: the confrontation in Southeast Asia. Current Issues and research in advertising, 12（1-2）, 63-73. Gerbner, G. （1973）. Cultural indicators: The third voice. Communications technology and social policy, 11（1）, 555-573. Han, S. P., & Shavitt, S. （1994）. Persuasion and culture: Advertising appeals in individualistic and collectivistic societies. Journal of experimental social psychology, 30（4）, 326-350. Hetsroni, A. （2000）. The relationship between values and appeals in Israeli advertising: A smallest space analysis. Journal of Advertising, 29（3）, 55-68. Hetsroni, A. （2012）. Values in Israeli advertising: A decade-long observation. Advertising and Reality: A Global Study of Representation and Content, 41. Hung, K. H., Li, S. Y., & Belk, R. W. （2007）. Glocal understandings: female readers’ perceptions of the new woman in Chinese advertising. Journal of International Business Studies, 38（6）, 1034-1051. Hung, K. H., Li, S. Y., & Belk, R. W. （2007）. Glocal understandings: female readers’ perceptions of the new woman in Chinese advertising. Journal of International Business Studies, 38（6）, 1034-1051. Ji, M. F., & McNeal, J. U. （2001）. How Chinese children's commercials differ from those of the United States: A content analysis. Journal of advertising, 30（3）, 79-92. K. Krippendorff, "Content Analysis: An Introduction to Its Methodology," （Beverly Hill: Sage, 1980）, p.21. Kalliny, M., Saran, A., Ghanem, S., & Fisher, C. （2011）. Cultural differences and similarities in television commercials in the Arab world and the United States. Journal of global marketing, 24（1）, 41-57. Katz & Lee （1992）. Oceans apart: an initial exploration of social communication differences in US and UK prime-time television advertising. International Journal of Advertising, 11（1）, 69-82. Katz, H., & Lee, W. N. （1992）. Oceans apart: an initial exploration of social communication differences in US and UK prime-time television advertising. International Journal of Advertising, 11（1）, 69-82. Keown, C. F., Jacobs, L. W., Schmidt, R. W., & Ghymn, K. I. （1992）. Information content of advertising in the United States, Japan, South Korea, and the People's Republic of China. International Journal of Advertising, 11（3）, 257-267. Keown, C. F., Jacobs, L. W., Schmidt, R. W., & Ghymn, K. I. （1992）. Information content of advertising in the United States, Japan, South Korea, and the People's Republic of China. International Journal of Advertising, 11（3）, 257-267. Kincaid, D. L. （Ed.）. （2013）. Communication theory: Eastern and Western perspectives. Academic Press. Korzenny, F., Ting-Toomey, S., & Schiff, E. （Eds.）. （1992）. Mass media effects across cultures （Vol. 16）. SAGE Publications, Incorporated. Krishna, V., Chuang, R., & Axinn, C. （1997）. Global vs Local Advertising in Taiwan. Gazette （Leiden, Netherlands）, 59（3）, 223-233. Leiss, W., Kline, S., & Jhally, S. （1990）. Social communication in advertising: persons, products & images of well-being. Psychology Press. Lillis, M., & Tian, R. （2010）. Cultural issues in the business world: An anthropological perspective. Journal of Social Sciences, 6（1）, 99-112. Lin, C. A. （2001）. Cultural values reflected in Chinese and American television advertising. Journal of advertising, 30（4）, 83-94. Liu, Q. （2003）. Understanding different cultural patterns or Orientations between East and West. Investigationes Linguisticae, 4, 21-30. Lohtia, R., Donthu, N., & Hershberger, E. K. （2003）. The impact of content and design elements on banner advertising click-through rates. Journal of Advertising Research, 43（04）, 410–418 Lombard, M., Snyder-Duch, J., & Bracken, C. C. （2002）. Content analysis in mass communication - Assessment and reporting of intercoder reliability. Human Communication Research, 28（4）, 587-604. M. Dierkes and C. Von Grote （eds）, Between Understanding and Trust: The Public, Science and Technology, "Science in the Media as Cultural Indicators: Contextualising Survey with Media Analysis" by M. Bauer, （Amsterdam: Harwood Academic Publishers 2000）, pp. 157-178. Marquez, F. T. （1975）. The relationship of advertising and culture in the Philippines. Journalism Quarterly, 52（3）, 436-442. McIntyre, B. T., & Wei, R. （1998）. Value changes in Chinese advertisements from 1979 to 1995: A longitudinal study. Asian Journal of Communication, 8（2）, 18-40. Miracle, G. E., Yeol Chang, K., & Taylor, C. R. （1992）. Culture and advertising executions: A comparison of selected characteristics of Korean and US television commercials. International marketing review, 9（4）. Mueller, B. （1992）. Standardization vs. specialization: An examination of Westernization in Japanese advertising. Journal of Advertising Research, 32（1）, 15-24. Mueller, B.（1987） Reflections of culture: an analysis of Japanese and American advertising appeals. Journal of Advertising Research, 27（3）, pp. 51–59. Mueller, B., & Frith, K. T. （2003）. Advertising and Societies. Nelson, M. R., & Paek, H. J. （2007）. A content analysis of advertising in a global magazine across seven countries: Implications for global advertising strategies. International Marketing Review, 24（1）, 64-86. Okazaki, S. （2006）. Excitement or sophistication? A preliminary exploration of online brand personality. International Marketing Review, 23（3）, 279-303. Okazaki, S., & Alonso Rivas, J. （2002）. A content analysis of multinationals’ Web communication strategies: cross-cultural research framework and pre-testing. Internet Research, 12（5）, 380-390. Okazaki, S., & Mueller, B. （2007）. Cross-cultural advertising research: where we have been and where we need to go. International Marketing Review, 24（5）, 499-518 Okazaki, S., & Mueller, B. （2008）. Evolution in the usage of localized appeals in Japanese and American print advertising. International Journal of Advertising, 27（5）, 771-798. Parker, J. M. （2013）. Retailer television advertising: Consumers' skepticism of informational vs. emotional ads. Louisiana Tech University. Pollay, R. W. （1983）. Measuring the cultural values manifest in advertising. Current issues and research in advertising, 6（1）, 71-92. Pollay, R. W. （1986）. Quality of life in the padded sell: Common criticisms of advertising's cultural character and international public policies. Current Issues and Research in Advertising, 9（1-2）, 173-250. Pollay, R. W., & Gallagher, K. （1990）. Advertising and cultural values: Reflections in the distorted mirror. International Journal of Advertising, 9（4）, 359-372. Pollay, R. W., & Gallagher, K. （1990）. Advertising and cultural values: Reflections in the distorted mirror. International Journal of Advertising, 9（4）, 359-372. Puto, C. P., & Wells, W. D. （1984）. Informational and transformational advertising: The differential effects of time. ACR North American Advances. Resnik, A., & Stern, B. L. （1977）. An analysis of information content in television advertising. Journal of Marketing, 50-53. Rice, M. D., & Lu, Z. （1988）. A content analysis of Chinese magazine advertisements. Journal of Advertising, 17（4）, 43-48. Rokeach, M. （1968）. A theory of organization and change within value‐attitude systems. Journal of Social Issues, 24（1）, 13-33. Samovar Rokeach, M. （1973）. The nature of human values. Free press. Saleem, S., Larimo, J. A., Ummik, K., & Kuusik, A. （2015）. Cultural and paradoxical values in advertising in Eastern Europe: Evidence from Estonia. Baltic Journal of Management, 10（3）, 313-330. Samovar, L. A., Porter, R. E., & Stefani, L. A. （1998）. Communication across cultures. Sethuraman, R., & Tellis, G. （2002）. Does manufacturer advertising suppress or stimulate retail price promotions? Analytical model and empirical analysis. Journal of Retailing, 78（4）, 253-263. Shimp, T. A. （1976）. Methods of commercial presentation employed by national television advertisers. Journal of Advertising, 5（4）, 30-36. Srikandath, S. （1991）. Cultural values depicted in Indian television advertising. Gazette （Leiden, Netherlands）, 48（3）, 165-176. Stafford, M. R., & Day, E. （1995）. Retail services advertising: The effects of appeal, medium, and service. Journal of Advertising, 24（1）, 57-71. Stafford, M. R., Kilburn, A. J., & Allen, C. A. （2006）. The use of pricing information in service advertisements: A comparison of retail versus professional services. Services Marketing Quarterly, 27（1）, 1-22. Swani, K., & Lyer, E. S. （2017）. The Impact of the Great Recession on Financial Services Advertising: An Exploratory Study. Services Marketing Quarterly, 38（3）, 170-186. Taylor, C. R., & Anne Raymond, M. （2000）. An analysis of product category restrictions in advertising in four major East Asian markets. International Marketing Review, 17（3）, 287-304. Taylor, C. R., & Anne Raymond, M. （2000）. An analysis of product category restrictions in advertising in four major East Asian markets. International Marketing Review, 17（3）, 287-304. Triandis, H. C. （1995）. Individualism and Collectivism, Bouder, CO'. Westview Press. Wiltermuth, SS & Heath, C. Syn-chrony and cooperation. Psychological Science, 20, 1-5. Tsao, J. C. （1994）. Advertising and cultural values: A content analysis of advertising in Taiwan. Gazette （Leiden, Netherlands）, 53（1-2）, 93-110. Tse, D. K., Belk, R. W., & Zhou, N. （1989）. Becoming a consumer society: A longitudinal and cross-cultural content analysis of print ads from Hong Kong, the People's Republic of China, and Taiwan. Journal of consumer research, 15（4）, 457-472. Turley, L. W. and Kelly, S. W. （1997）. A comparison of advertising content: Business to business versus consumer services. Journal of Advertising, 26（4）, 39-48. Utkarsh, M. H., & Medhavi, S. （2016）. Differences in advertising strategies of service marketers: A content analysis. Services Marketing Quarterly, 37（2）, 109–124. Waldie, K. F. （1981）. Management-Western ways and Eastern needs-A cultural comparison. Hong Kong Manager, 17（6）, 18-22. Waller, D. S., & Shyan Fam, K. （2000）. Cultural values and advertising in Malaysia: views from the industry. Asia Pacific Journal of Marketing and Logistics, 12（1）, 3-16. Wang, L., & Praet, C. L. （2013）. Informativeness of Chinese television advertising for automobiles: A content analysis. In Proceedings of the Japan Society of Marketing and Distribution 63rd Annual Conference （pp. 157-169）. Wang, M. L., & Praet, M. C. L. （2015）. How Informative Are Chinese Television Commercials?. In Advances in Advertising Research （Vol. V） （pp. 115-128）. Springer Fachmedien Wiesbaden Wang, Y. Y., Jaw, J. J., Pinkleton, B. E., & Morton, C. （1997）. Toward the understanding of advertising appeals in Taiwanese magazine ads and its implications. Competitiveness Review: An International Business Journal, 7（1）, 46-61. Wang, Y. Y., Jaw, J. J., Pinkleton, B. E., & Morton, C. （1997）. Toward the understanding of advertising appeals in Taiwanese magazine ads and its implications. Competitiveness Review: An International Business Journal, 7（1）, 46-61. Wong, W. S. （2000）. The rise of consumer culture in a Chinese society: A reading of banking television commercials in Hong Kong during the 1970s. Mass communication & society, 3（4）, 393-413. Wu, D. D. （2008）. Between global and local: hybridized appeals in China web auto ads. Corporate communications: an international journal, 13（1）, 68-79. Yau, O. H. （1988）. Chinese cultural values: Their dimensions and marketing implications. European Journal of marketing, 22（5）, 44-57. Yoon, K. （2002）. A content analysis of the cultural values reflected in 1987 and 1997 Korean magazine advertisements. Asian Journal of Communication, 12（1）, 40-57. Zandpour, F., Chang, C., & Catalano, J. （1992）. Stories, symbols, and straight talk: A comparative analysis of French, Taiwanese, and US TV commercials. Journal of Advertising Research. Zhang, Y. （2014）. Cultural messages in international advertisements. The handbook of International advertising research, 271-298. Zhang, Y. B., & Harwood, J. （2004）. Modernization and tradition in an age of globalization: Cultural values in Chinese television commercials. Journal of communication, 54（1）, 156-172. Zhang, Y. B., Song, Y., & Carver, L. J. （2008）. Cultural values and aging in Chinese television commercials. Journal of Asian Pacific Communication, 18（2）, 209-224. Zhang, Y., & Neelankavil, J. P. （1997）. The influence of culture on advertising effectiveness in China and the USA: A cross-cultural study. European journal of marketing, 31（2）, 134-149. Zinkhan, G. M., Johnson, M., & Christian Zinkhan, F. （1992）. Differences between product and services television commercials. Journal of Services Marketing, 6（3）, 59-66. | - |
| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/77417 | - |
| dc.description.abstract | zh_TW | |
| dc.description.abstract | In this study, researcher makes a comparison about retail television advertising from 2008 to 2017 and explore the characteristic of retail advertising.In the past, retail advertising has not been a clear classification, but its location is between product advertising and service advertising. However, in recent years, retail is a field that has received great attention. In addition, the global standard of transnational enterprises is significantly different from the local enterprises. Therefore, it is necessary to understand retail advertising. This study explores the characteristics of retail advertising by researching the cultural values of advertising and in-depth discussion of the evolution of retail advertising in Taiwan for nearly a decade. In this study, content analysis was used as the research method. The sample of research was 519 advertisements, including the transnational enterprises Carrefour 291 ads and the local enterprise PX Mart 228 ads. The main focus of this study is as follows: (1) Discuss the characteristics of retail advertising（2）Differences in the advertising culture values between transnational enterprise and local enterprise .
The study suggests that cheaper is the main retail culture value of Taiwan retail advertising for nearly ten years, followed by traditional and status, and with the growth of time, the culture value of advertising culture tend to be more diversified. Second, transnational enterprises Carrefour and local enterprise PX Mart are influenced by industry categories and company philosophy, so the advertising values presented are different. Finally, previous studies have suggested that advertising culture values will be influenced by the age of advertising, and this study further found that Taiwan retail advertising was affected by the advertising month, it also means cultural values showed seasonal changes. | en |
| dc.description.provenance | Made available in DSpace on 2021-07-10T22:00:53Z (GMT). No. of bitstreams: 1 ntu-108-R05630006-1.pdf: 8263392 bytes, checksum: e9cf12444fb23fcab869dfd2634b2b21 (MD5) Previous issue date: 2019 | en |
| dc.description.tableofcontents | 目錄
第一章 緒論 1 第一節 研究背景與動機 1 第二節 研究目的 7 第二章 文獻回顧 8 第一節 零售商電視廣告 8 一、臺灣電視廣告發展與現況 8 二、企業簡介 11 三、零售商廣告介紹 13 第二節 廣告文化價值觀 16 一、 廣告文化價值觀定義與分類 16 二、廣告文化價值觀的發展 30 三、廣告文化價值觀的運用 34 第三章 研究方法 39 第一節 內容分析法 39 第二節 研究架構 40 一、自變項 40 二、應變項 42 第三節 研究設計 48 一、研究對象 48 二、分析單位 48 三、信度檢測 49 四、資料分析方法 50 第四章 研究結果 51 第一節、主要廣告文化價值觀 51 一、以企業類型分類 51 二、以廣告年代分類 53 三、以廣告月份分類 55 第二節、實用性/象徵性價值觀 58 一、以企業類型分類 58 二、以廣告年代分類 61 三、以企業類型與廣告年代分類 64 第三節、東方/西方廣告價值觀 69 一、以企業類型分類 69 二、以廣告年代分類 72 三、以企業類型與廣告年代分類 76 第五章 研究討論與結論 83 第一節 研究討論 83 一、臺灣零售業主導的廣告文化價值觀 83 二、實用性/象徵性價值觀 85 三、東方/西方價值觀 87 四、其他 90 第二節 研究建議與貢獻 93 第三節 研究限制 94 第四節 研究結論 95 參考文獻 96 中文文獻 96 英文文獻 97 附錄一 編碼規則表 97 附錄二 廣告價值觀操作型定義 110 附錄三 廣告收錄表 114 | - |
| dc.language.iso | zh_TW | - |
| dc.title | 論零售商廣告的文化價值觀：全聯、家樂福個案研究 | zh_TW |
| dc.title | Cultural Values Reflected in Television Advertising—A Case Study of PX Mart and Carrefour | en |
| dc.type | Thesis | - |
| dc.date.schoolyear | 107-1 | - |
| dc.description.degree | 碩士 | - |
| dc.contributor.oralexamcommittee | 陳家瑜;許詩嫺 | zh_TW |
| dc.contributor.oralexamcommittee | Chia-Yu Chen;Shih-Hsien Hsu | en |
| dc.subject.keyword | 零售廣告,電視廣告,文化價值觀,內容分析法,家樂福,全聯, | zh_TW |
| dc.subject.keyword | Retail Advertising,Television Advertising,Cultural Values,Content Analysis,Carrefour,PX Mart, | en |
| dc.relation.page | 135 | - |
| dc.identifier.doi | 10.6342/NTU201900326 | - |
| dc.rights.note | 未授權 | - |
| dc.date.accepted | 2019-01-31 | - |
| dc.contributor.author-college | 生物資源暨農學院 | - |
| dc.contributor.author-dept | 生物產業傳播暨發展學系 | - |
| 顯示於系所單位： | 生物產業傳播暨發展學系 | |
文件中的檔案：
| 檔案 | 大小 | 格式 | |
|---|---|---|---|
| ntu-107-1.pdf 目前未授權公開取用 | 8.07 MB | Adobe PDF |
系統中的文件，除了特別指名其著作權條款之外，均受到著作權保護，並且保留所有的權利。