English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 112871/143842 (78%)
Visitors : 49957405      Online Users : 466
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU 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
    Home ‧ Login ‧ Upload ‧ Help ‧ About ‧ Administer Goto mobile version


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/80433


    Title: 以符號學分析企業組織LINE貼圖的行銷目標：台灣地區2013年金融壽險業為例
    Other Titles: A Semiotic Analysis of Sales Strategy of Corporations’ LINE Stickers: Based on the Example of Financial Life Insurance Industry in Taiwan 2013
    Authors: 楊青婉;YANG, QING-WAN
    范曉倫;FAN, HSIAO-LUN
    蔣雲倩;JIANG, YUN-QIAN
    Contributors: 國立政治大學邁向頂尖大學計畫創新研究團隊
    Keywords: LINE貼圖;符號運作;企業形象;年輕化
    LINE Stickers;symbolic operation;corporate image;younger like
    Date: 2014-11-15
    Issue Date: 2016-01-06 11:01:22 (UTC+8)
    Abstract: 2013年，許多金融壽險企業都加入到「賣萌耍LINE」的行列，紛紛上架免費LINE貼圖，採用數位匯流情境下的新興溝通工具，實現品牌形象的年輕化重塑，吸納更多年輕族群的青睞。本研究以Roman Jakobson的口語傳播模式為工具，對八家金融壽險業的LINE貼圖文本特性進行分析，進而以Roland Barthes提出的的圖像符號概念為基礎，同時借助F. Saussure所定義的聚合軸軸和組合軸的符號關係，分析文本中圖像和文字的符號運作，觀察這些符號是如何書寫了金融企業在LINE貼圖中的年輕化意涵，又是在多大程度上發揮企業識別的效用。
    Many financial and life insurance corporations have released their free LINE stickers in order to `show their moe with LINE` since 2013. They used new communication tools in background of digital convergence to create younger brand images and to attract young people. In this research, we analyze the LINE sticker texts of eight financial and life insurance corporations by using Roman Jakobson`s verbal communication mode as a tool. Moreover, basing on Roland Barthes`s pictorial semiotics and the semiotic relationship between paradigmatic axis and syntagmatic axis defined by Saussure, the operation of the signs of the characters and images is analyzed, how the signs establish younger brand meaning for the financial corporations is studied, and to what extent the signs enhance the corporation identity is studied.
    Relation: 創新研究國際學術研討會
    主辦單位:國立政治大學邁向頂尖大學計畫創新研究團隊
    舉辦日期:2014.11.15-2014.11.16
    Data Type: conference
    Appears in Collections:[2014創新研究國際學術研討會] 會議論文

    Files in This Item:

    File Description SizeFormat
    p06.pdf2921KbAdobe PDF21515View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback