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Alufderheide, P. (1992, Winter), "Cable television and the public interest", Journal of Communication. 42( 1). 56-65.

Bollins, T. (1984), Beyond Broadcasting: Into the Cable Age. London: BFI Publishing.

Dirksen, C.J., Krodger, A. and Nicosia, F.M. (1983), Advertising: Principles and Management Cases. IL: Richard D. Irwin.

Gross, L. S. (1990), The New Television Technologies. Wm. C. Brown Publishers.

Esslin, M. (1987), "Aristotle and the advertisers: the television commercial con­

sidered as a form of drama", In

H.

Newcomb (Ed.). Television: the Criti­

cal View. New York: Oxford University Press. 304-318.

Keirstead, P. O. and Keirstead, S. (1990), The World of Telecommunication: In­ troduction to Broadcasting, Cable, and New Technologies. Boston: Focal Press.

Siune, K. and Truetzschloer, W. (1992), Dynamics of Media Politics: Broadcast and Electronic Media in Western Europe. London: Sage.

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Cable Television and Advertising

Wei-wei Vivian Huang

{Abstract}

This paper examines the application of the advertising articles of Cable Television Law and its impact upon the television ecology in Taiwan. The results of literature review and indepth interview show:

1. There should be some principle restrictions in the advertising

articles of Cable Television Law at the beginning stage of the Cable Television Century in Taiwan.

2. One advantage of cable television is to provide more time and channels for commercial films. On the other hand, one disadvantage of that is to commercialize television programs or public access programs.

3. The satellite television advertising should make best use of its cross-cultural, cross-linguistic characteristics, value its influence of image-making.

4. The "Environmental Protection" movement for cable television. communication depends on the participations of mass audiences.

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