English  |  正體中文  |  简体中文  |  Items with full text/Total items : 52355/87459 (60%)
Visitors : 9130250      Online Users : 206
RC Version 7.0 © Powered By DSPACE, MIT. Enhanced by NTU Library & TKU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/105610

    Title: 微電影廣告效果研究 : 以<<台灣櫻花>>系列為例
    Other Titles: The study of the micro-film advertisment effects : the case of Sakura in Taiwan
    Authors: 謝宛真;Sie, Wan-Chen
    Contributors: 淡江大學大眾傳播學系碩士班
    黃振家;Huang, Jenn-Jia
    Keywords: 微電影廣告;說故事;故事模式;品牌;台灣櫻花;mirco-film advertisement;storytelling;story model;Brand;Sakura
    Date: 2015
    Issue Date: 2016-01-22 15:00:29 (UTC+8)
    Abstract: 隨著網路普及與行動媒體使用率漸增之故,讓人類的行為開始產生轉變。對行銷者而言,產製也需跟著轉變,因為人們可能不再喜歡待在家中受到電視廣告的轟炸,他們或許偏好自己主動選擇的方式來接受資訊,因此他們開始逃避廣告,為獲得更多他們自己想看想聽的資訊,是故微電影廣告便在這樣的背景下產生。
    研究方法使用量化與質化,質化部份以文本分析為主,採用Greimas(1966)的行動元模式、結合Vincent(2002)與Fog, Budtz &Yakaboylu(2005)的故事發展結構,綜合來看微電影廣告如何說故事,另外本研究更希望深入瞭解品牌在故事中如何與消費者進行溝通,因此透過文獻整理出品牌發展階段的框架來做分析。接著以問卷調查的方式實際得知消費者對這兩個系列的廣告反應與對故事偏好的討論,最後綜合文本分析與量化研究更完整的理解故事對消費者的感受與品牌的溝通效果。
    As the Internet becomes more universal and the mobile devices become more popular, makes human’s behavior change. On marketers, the produce programs have to change, too. Because of the consumers would not like to be overloaded by selling pitches through TV at home. They recently prefer to choose the message by themselves. Therefore, micro-film commercials were born.
    Micro-film’s feature emphasis in it’s narratology, so it’s called Story-Form Advertising. Using the storytelling method to make the consumers listen, just like the purpose that the fairytales want to tell us some meanings. In this way, the commercial can rebuild the shapes in consumers mind, and then generate emotional links to construct a long-term relationships.
    Now, in case to promoting rapidly advertising effect, the marketing strategy usually use the way of celebrity endorsement. However, this study thought the micro-film is different from the TV advertisement in both form and context. Thus, the commercial should do more to realize how the micro-film tell a story to overcome the celebrity endorsement’s strategy problem. Instead of using storytelling strengths. This study uses micro-film series advertisement “love in home” and“brave come to family” to discuss how they tell a story to communicate with consumers.
    This research uses methods in quantitative research and qualitative research. In qualitative research uses A.J Greimas’s “Actantial-model analysis”, combined Vincent’s and Fog, Budtz, and Yakaboylu’s “The story structure to realize the case how to use mirco-film advertising to tell a story”. On the other hand, this study wants to deeply understand how the brands to communicate in story. Thus, this study would use “brand development” analysis framework based on literature review. Then, using surveys to know the real reactions of consumers. At the end, this study would put quantitative research and qualitative research together to comprehend the story’s meaning and effect to consumers.
    The result of the study found that “love in home” uses familiar topic “family”, wish to substitute the un-celebrity endorsement effect in qualitative research. “Brave come to family” wants to change the formal type with economic stress for making up a family. And, summing up a storytelling model based on these two cases’ conclusion, it propose a suggestion for making messages. In the qualitative research found that the consumers have good reaction to “advertising attitude” and “brand attitude,” and further, this study found the efforts comes from reality, message and plot.
    Appears in Collections:[大眾傳播學系暨研究所] 學位論文

    Files in This Item:

    File Description SizeFormat

    All items in 機構典藏 are protected by copyright, with all rights reserved.

    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library & TKU Library IR teams. Copyright ©   - Feedback