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    政大機構典藏 > 學術期刊 > 廣告學研究 > 期刊論文 >  Item 140.119/103103


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/103103


    Title: 真實的虛假與虛假的真實
    Authors: 林恩盈
    Date: 2010-01
    Issue Date: 2016-10-20 16:09:36 (UTC+8)
    Abstract: 一言以蔽之，本書由真正的真實（the real-real）、真實的虛假（the realfake）、虛假的真實（the fake-real）、虛假的虛假（the fake-fake）所構成。在2007年Gilmore與Pine出版《體驗真實》（Authenticity: What Consumers Really Want），引起美國學術圈與行銷界的廣泛討論。無獨有偶，Journal of Advertising於隔年春天刊登了另一位研究「真實性」（authenticity）的專家Michael B. Beverland的文章“Projecting Authenticity through Advertising: Consumer Judgments of Advertisers’ Claim.＂說明了真實性的行銷議題已蔚為風潮；若讀過Gilmore與 Pine的前一本鉅著《體驗經濟時代》（The Experience Economy: Work is Theatre and Every Business A Stage），對他們的論點觀念應不會陌生，從《體驗經濟時代》中的立論為基礎，Gilmore與Pine認為今時代消費者所看重的是他們與商品之間產生的共鳴（sympathetic vibration），且商品品質已不再是品牌差異化的重心所在，消費者終其一生所尋求的是與自身形象相符的「真實性」，而這樣的真實性才是品牌差異化所依據的市場區隔基礎。
    Relation: 廣告學研究, 33, 139-142
    Data Type: article
    Appears in Collections:[廣告學研究] 期刊論文

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