探討喜餅廣告中的社會文化意涵 : 以伊莎貝爾喜餅電視廣告為例

機構典藏 > College of Liberal Arts > Graduate Institute & Department of Mass Communication > Thesis > Item 987654321/94316

Please use this identifier to cite or link to this item: https://tkuir.lib.tku.edu.tw/dspace/handle/987654321/94316

Title:	探討喜餅廣告中的社會文化意涵 : 以伊莎貝爾喜餅電視廣告為例
Other Titles:	Interpretation of symbolic meaning of the bride cake commercial : ISABELLE Bride Cake's TV commercial as an example
Authors:	李大瓏;Lee, Da-Lung
Contributors:	淡江大學大眾傳播學系碩士班黃振家;Haung, Jen-Jia
Keywords:	符號學;社會文化;符號消費;廣告符號學;Semiotics;culture consumption;culture of social
Date:	2013
Issue Date:	2014-01-23 14:20:44 (UTC+8)
Abstract:	喜餅在華人社會中是十分具特色的文化。而隨著台灣社會的變遷，喜餅廣告也會隨著當時的風氣而調整。眾多品牌中，伊莎貝爾喜餅品牌的廣告由於十分有特色且具有代表性，因此在喜餅市場中有鮮明的品牌印象及高知名度。因此本研究以伊莎貝爾喜餅廣告為研究對象，其關注焦點在於，伊莎貝爾喜餅廣告如何在各個時期中呈現社會文化意涵，是故本研究以社會文化相關理論為基礎，並以符號學作為廣告分析的架構。　　根據文獻探討，由於資本主義所帶來的大量財富，讓原本的消費形態由「商品的消費」進入到「文化及符號的消費」中，也為消費文化帶來了不同於以往的意義。Baudrillard認為，現代社會中，消費不再僅是以「需要」作為基礎，而是逐漸建立在「慾望」之上。在這樣的情況下，廣告所扮演的是將商品的使用價值轉換成交換價值的關鍵角色。換句話說，伊莎貝爾的喜餅廣告即是透過廣告氛圍的營造，讓消費者對品牌產生認同。　　伊莎貝爾廣告於1994年推出時，以較為意象的方式呈現品牌的社會文化意涵。而在品牌有明確的定位後，伊莎貝爾於2009年時改變了廣告的方向，以故事導入的方式，搭配時下最流行的十二星座議題，讓消費者更容易進入品牌設計的情境中。此階段為伊莎貝爾廣告重要的轉折點，並一直到2011年皆是以此方式呈現廣告。另一方面，廣告雖都是以故事方式呈現，但其內容也隨著當時的社會脈絡及變遷，適時地加入不同的元素，以不同的面相說服、打動消費者，達到最佳的廣告效果。　　總而言之，隨著時代的變遷和當時的社會情況，伊莎貝爾品牌也會因此調整廣告的方向，以及呈現在廣告中的意涵。希望在不偏離品牌基本概念的情況下，因時制宜，達到最佳的效果。 Bride cake is a special culture in Asia. The commercials of bride cake will change with social conducting. Among a lot of brand of bride cake, ISABELLE Bride Cake has bright feature and be representative, so it has bright impression on the brand and very popular in the bride cake market. In this study, we took the bride cake brand - ISABELLE Bride Cake’s TV commercial as an example, focusing on the interpretation of symbolic meanings of ISABELLE Bride Cake. The study uses the theory of social meanings was used for the foundation, as semiotics for the structure. According to the paper, the consumption pattern has been changed from “consumption of product” to “consumption of culture and symbol” because of a lot of fortune accompanied with capitalism. The change gives another meaning for culture of consumption. As Baudrillard thought, in the modern society, consumption builds on "want" instead of “need”. In the situation, commercial plays a key role for merchandise, turning “use value” into “exchange value”. In the other word, the commercial of ISABELLE Bride Cake has been identified by consumer with building commercial atmosphere. At beginning, ISABELLE Bride Cake commercial used imageries to present the interpretation in 1994. When the brand had clear and definite position, ISABELLE Bride Cake commercials changed the direction. The direction of commercials is using popular Constellations with stories, making consumers enter the commercials’ situation. From 2009 to 2011, this stage is the important turning point of ISABELLE Bride Cake commercials. On the other hand, the commercials also add some different elements with social transition. Hoping to touch consumers by different aspects, and reach the best effect of commercials. In a word, with social transition and situation, ISABELLE Bride Cake will adjust the direction of commercials, and present the social interpretation of commercials. Hope to reach the best effect without departing from the topic of brand.
Appears in Collections:	[Graduate Institute & Department of Mass Communication] Thesis

Files in This Item:

File	Size	Format
index.html	0Kb	HTML	434	View/Open

Loading...