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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/101620

    Title: 故事型廣告效果之研究 : 以客委會為例
    Other Titles: The study of ads. effects on the story-form advertising : the case of Hakka Affairs Council
    Authors: 林士煉;Lin, Shih-Lian
    Contributors: 淡江大學資訊傳播學系碩士班
    黃振家;Huang, Jenn-Jia
    Keywords: 說故事;故事行銷;故事型廣告;客委會;storytelling;Story-based marketing;Story-form advertising;Hakka Affairs Council
    Date: 2014
    Issue Date: 2015-05-01 16:12:25 (UTC+8)
    Abstract: 當廣告成為了推廣客家文化的媒介時,內容參雜了許多與客家有關的影像,其目的已經不只是宣傳、推廣的作用,而是為了讓不瞭解客家的族群或是已經熟悉客家的人們,能夠從中獲得客家文化更真實的感動,改變過去對客家文化的認識與瞭解。因此,客委會逐漸意識到這一點,開始以說故事的手法製作廣告,陸續在2009年製作播出《客家好親近》、2010年《客家好趣味》到2012年的《客家好愛你》,造成觀眾相當大的迴響,也讓客委會瞭解到,透過廣告來說故事,能夠強化消費者心目中對客家文化的品牌印象與好感度。



    When an advertisement becomes a media to promote Hakka culture, wherein a variety of images related with Hakka are included, the purpose is not only to play full of promotion or publicity, but also to make groups who have no idea about Hakka or individuals who have been familiar with Hakka to be touched by Hakka culture more physically and alter what they had any knowledge and how they interpreted Hakka culture. In view of this, with being alert to this part gradually, Hakka Affairs Council commenced to make advertisements by storytelling that “Close to Hakka” produced and played in 2009, “Funny Hakka” in 2010 and “I love you! Hakka” in 2012 one by one, creating echoes at a considerable degrees from the audience; through this, Hakka Affairs Council also understands that storytelling through advertisement is able to strengthen branding and favorability consumers keep mindful Hakka culture deeply.

    This study used cycle story-based advertisement titled “Close to Hakka” which was played in 2009, story-based advertisement clips titled “Funny Hakka” played in 2010 and micro-film advertisement titled “I love you! Hakka” in 2012 as the cases. Indicated by “typical four elements” proposed by Fog, Budtz and Yakaboylu (2005): message, conflict, characters and plot are concepts in the study and discussions in the structure of story and how does Hakka Affairs Council deploy these three advertisements and story-based marketing to create promotional success of Hakka specialty and culture, at last, with survey through questionnaires to give rise to cognition, attitude, behavior consumers identify these three advertisements, searching if any difference behind the effects these advertisements might create, and more complete data or figures were used to analyze any spreading effect story-based marketing causes onto consumers.

    This study had a narrative analysis on these three story-based advertisements in varied types where questionnaire was consolidated in the analysis of dimension of effect such advertisements might create from the viewpoint of the audience; indicated form the findings, among those story-based advertisement clips titled “Funny Hakka”, each has a clear theme with independent plot. Through match between character’s goal and story topic in each of them, the audience also can catch more pictures of core during watching; in the cycle story-based advertisement titled “Close to Hakka”, the background was a framework of two families standing up in different culture and every kind of funny story was brought by such difference one by one, which also urges the audience grasp atmosphere hidden among Hakka family, harmonious family, Hakka and Taiwanese people getting along with each other. For micro-film advertisements, they emphasize “fun” created through cultural conflict and difference occurred to grandparents and grandsons, which strengthens people’s image for the advertisements; it did not give many glues regarding to such cultural conflicts, but, created predictable effects on difference to the public both sides raise from language and food, which connected all successfully. The entire film connected core in the story between grandparents and grandsons.

    As seen in the effects caused to the audience, for degrees the audience paid attention to these three story-based advertisements in different types, the advertisement expressed by micro-film, “I love you! Hakka”, performed better than the other two ones clearly and story-based advertisement clips, “Funny Hakka”, performed better than cycle story-based advertisement, “Close to Hakka”. For attitudes expressed through advertisement, micro-film one, “I love you! Hakka”, performed better than the other two ones clearly and cycle story-based advertisement, “Close to Hakka” performed better than story-based advertisement clips, “Funny Hakka”. For attitudes of branding, micro-film one micro-film one, “I love you! Hakka”, performed better than the other two ones clearly and story-based advertisement clips, “Funny Hakka”, performed better than cycle story-based advertisement, “Close to Hakka”.
    Appears in Collections:[資訊傳播學系暨研究所] 學位論文

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