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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/87829

    Title: 國家品牌如何說故事 : 以臺灣觀光宣傳廣告為例
    Other Titles: How does nation branding tell stories? : taking Taiwan tourism commercial as examples
    Authors: 江雅韻;Chiang, Ya-Yun
    Contributors: 淡江大學大眾傳播學系碩士班
    Keywords: 故事行銷;觀光廣告;國家品牌;story marketing;tourism commercial;nation branding
    Date: 2012
    Issue Date: 2013-04-13 11:47:13 (UTC+8)
    Abstract: 由於快速的工業發展對環境帶來嚴重的破壞,許多國家轉為發展無煙囪工業-觀光產業,同時,當品牌概念導入國家形象管理,觀光產業在建立國家品牌時有不可或缺的地位,台灣也從2002年開始提出「觀光客倍增計畫」後,積極並長期規劃地發展觀光產業。


    Due to the serious damages on environment brought by rapid industrial development, many countries across the world have turned their attention to the development of non-smokestack industry – tourism industry. Meanwhile, when the conception of brand is introduced into the national image, the tourism industry thus became indispensable in establishing nation branding. Since the implementation of “Doubling Tourist Arrivals Plan” in 2002, Taiwan has aggressively planned the long-term development of tourism industry.
    With the arrival of post-consumer era, the consumers no longer only buy the product itself but also satisfy the emotion through buying products. The rise of “emotional” facilitates the brand identity by consumers on products through emotional appeals. While “story” itself could not only achieve the emotional appeal but also satisfy the desire of people for listening the story. So “telling story” is now one of important strategies for creating a brand because it could market the brand through the convincing power of story. Based on the “story marketing” and with Taiwan tourism video as the text for research, the study tried to explore how national branding delivers the image of brand through videos.
    This study analyzed the story structure of Taiwan tourism promotional videos by narrative theory and discussed the values of tourism brand to achieve three objectives of research: first, examining the positioning of Taiwan tourism brand delivered by Taiwan tourism policy; second, interpreting the symbolic meaning of text of story marketing in using promotional commercial by tourism brands and explore the narrative structure and elements of story; third, based on above-mentioned analyses and through the strategy of telling story, discussing the elements of Taiwan tourism commercial story and making recommendations for producing tourism promotional commercials in future.
    Appears in Collections:[大眾傳播學系暨研究所] 學位論文

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