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    题名: 平面廣告內容與表現之內容分析—以黑松企業為例(1961-1990)
    The Content Analysis on Print Advertisement - A Case Study of Heysong Company(1961-1990)
    作者: 陳怡蒨
    贡献者: 樓永堅
    Yung-Chien Lou
    陳怡蒨
    关键词: 內容分析
    平面廣告
    黑松
    廣告史
    日期: 2009
    上传时间: 2010-12-08 01:52:07 (UTC+8)
    摘要: 黑松過去在平面廣告上的著墨與發展，值得企業主或廣告人以為效仿與學習。尤其黑松企業創業至今已超過80年，其在台灣清涼飲料產業的深耕與活動，正可代表台灣飲料產業消費文化與價值之演變。研究目的是針對黑松公司刊登在報紙與雜誌上的平面廣告，時間從1961至1990年共30年，進行廣告訊息內容與表現之分析，探討清涼飲料產業世代變遷與企業經營環境變遷對平面廣告之影響。經由統計分析，本研究結論如下:
    廣告資訊: 不論年代為何，皆以「價格與價值」為最多。除此之外，在1961-1980年代主要亦傳達「績效」與「品質」資訊。但在1981-1990年，改以宣傳「品味」資訊。價值呈現: 1961-1980年間，其平面廣告皆傳達給消費者「愉快的」、「充滿感情的」及「富想像力的」工具性價值。但在1981年代後，黑松企業更多加強調有關「心胸寬闊的」及「有抱負的」工具性價值。
    訊息來源: 均以沒有代言的平面廣告為主，就代言種類來說，1961-1970年代較常以尋常消費者為代言人，到1981-1990年間，則以公眾人物(名人)為多數。
    訴求方式: 1961-1970及1970-1981年間，皆以理性訴求之廣告為大宗，但是到1981-1990年間，凸顯出感性訴求廣告之重要性。在1961-1970年代，以「陳述事實」及「特點訴求手法」為最多，到了1971-1980年代則換成以「描述生活片段」為主要執行手法，直到1981-1990年代，又重回以「陳述事實」為首，「特點訴求方式」為輔。感性訴求當中，1961-1970年代以「名人推薦/俊男美女」為最多，1971-1980年代則改以「象徵性」居首。
    視覺焦點: 1960-1971年間，以「文字圖片並重」為最多，1971年後則轉換為「圖片型」為最主流。視覺動線: 1960-1971年間，以「直立型」的視覺動線最多，1981-1990年代間除了「直立型」廣告仍為多數，「水平型」的視覺動線則在此年代居首位。
    標題: 1961-1970年代以「好奇式」最多，到了1971-1980年代，則以「利益式」與「生活型態/價值觀」為多數。1981-1990年代明顯以「利益式」為大宗。內文: 皆以「解析式」為最多。標語: 在標語有無部分，廣告多未含有標語，早期以企業標語為大宗，後來在1981-1990年代則以「商品標語」為主。
    廣告訊息圖像表現: 插圖種類部分，早期(1961-1980年)均以「攝影」為主，在1971-1980年間，開始分散到「電腦製作與合成」之繪圖手法。在1981-1990年間，除了「攝影」為大宗外，「電腦製作與合成」已居次，「插畫繪型類」成為第三。圖文互動部分以「圖文呼應」為最多，三個年代皆顯示如此，但是在1981-1990年代開始，部分廣告的圖文互動模式出現「圖文相佐」的互動。
    Heysong Company in the past fleshed out with the development of print advertisement, is worth other business owners or advertiser to follow and learn. In particular, Heysong Company has been more than 80 years striving for soft drink industry in Taiwan which is behalf of the evolution of consumer culture and values. The study focus on print advertisement of newspaper and magazines which was published by Heysong, and analyzing its advertising information content and performance of soft drinks industry and the business environment changes from generation to generation changes on Print Ads effect.
    Through statistical analysis, this study as follows:
    Ad Information: No matter what age, "price and value" is the most. In addition, in the 1961-1980 decade also convey major "performance" and "quality" information. However, in 1981-1990, changed to promote the “taste" of information Value Presented: 1961-1980 years, the print ads are communicated to the consumer "happy", "emotional" and "imaginative" instrumental value. But after 1981, the Heysong Company added more emphasis on "broad minded" and "ambitious" instrumental value.
    Information source: Most print ads did not have endorsements. About the ads with endorsements, in the 1961-1970s, more often unusual consumer advocate. In 1981-1990, the general public for people (celebrities) is the majority. Appeal: 1961-1970 and 1970-1981 years, the rational appeals in advertising for the bulk, but in between 1981-1990, highlighting the importance of emotional advertising appeals. In the 1961-1970 era of "facts" and "demand characteristics approach" as the most, to 1971-1980 were replaced by "Description section of life" as the main implementation of the approach, until the 1981-1990 era, then back to " facts "led" feature appeals "supplement. Emotional appeals were 1961-1970s with the "celebrity recommendation / attractive men and women" as the most; 1971-1980`s was changed to "symbolic" topped.
    Visual focus: 1960-1971 years, with "both text and graphics," as most were converted, after 1971, as "picture type" as the most mainstream. Visual Activity Line: 1960-1971 years, the "Vertical" visual dynamic line up to the years. 1981-1990, "Vertical" Advertising is still the majority and "horizontal" visual moving lines at the age of first place.
    Title: 1961-1970 Age of "curiosity-style", up to the 1971-1980 era, uses the "interests" and a "lifestyle / values" for the majority. 1981-1990`s obvious the "interests of the type" for the bulk.
    Text: Most are "analytic" the most. Slogan: Advertisements do not contain slogans is the majority. But for the ads with slogans, “enterprise slogan” for the bulk of early, later 1981-1990`s uses a "product slogan" main.
    Advertising Graphics performance: the early (1961-1980) are "photography", and in 1971-1980 years, began to spread, "the computer production and synthesis" of drawing techniques. In 1981-1990 years, in addition to “photography” as the staple, the "computer production and synthesis" has been second place, "illustrator drawing" as the third. About Interactive graphic, the "Echo of graphic and text" as up to three years all show that, but in 1981-1990`s, part of the advertising graphic interactive mode, "Supplement of graphic and text" shows.
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    描述: 碩士
    國立政治大學
    企業管理研究所
    97355021
    98
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