Loading...
|
Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/54372
|
| Title: | 玩遊戲的魅力：互動敘事廣告研究
The charm of playing game: A case study of the interactive advertising narrative |
| Authors: | 蕭婕妤 |
| Contributors: | 孫秀蕙
蕭婕妤 |
| Keywords: | 互動敘事
廣告遊戲
殭屍
黑色幽默
interactive advertising narrative
adver-game
zombie
black humor |
| Date: | 2011 |
| Issue Date: | 2012-10-30 10:54:02 (UTC+8) |
| Abstract: | 在資訊科技的蓬勃發展的現代世界，消費者不但握有比過去更多的資訊主導權，得以選擇性地接收的訊息，網路特有的即時回饋機制更提供了一個互動的管道，讓消費者與品牌站在一個更平等的立場溝通。而在強調互動特質之餘，說故事仍然是行銷人將品牌與消費者的生活經驗相互連結的利器。因此，如何成功地結合「互動」與「敘事」是廣告成功的關鍵，也是最大的挑戰。本研究選擇紐西蘭品牌Hell Pizza推出的「Deliver Me to Hell」系列廣告為個案，先採Roland Barthes敘事分析法，從廣告製作的角度出發，瞭解現今的互動敘事廣告之情節設計原理與符號運作過程。再以深度訪談法，從消費者的角度出發，瞭解現今的互動敘事廣告之訊息內容與表現方式如何影響消費者對於品牌的觀感。並根據分析與訪談結果，提供廣告從業人員使用互動敘事廣告進行行銷活動的參考依據。
分析結果顯示，「D1eliver Me to Hell」的符號運作原則是以殭屍冒險主題連結產品特色、品牌精神與流行殭屍文化，創造出一個符合品牌名稱「地獄」般的故事情境。而廣告中的血腥暴力氣氛、殭屍電影情節、黑色幽默對白、龐客音樂等符號聯合指涉的就是驚悚、前衛且富有叛逆性的品牌形象。另根據訪談結果的統整，品牌使用互動敘事廣告進行行銷活動時，訊息內容必須彰顯強烈的主題性與故事性，並且輔以適當的感官刺激；情節安排必須簡單明瞭，但富有創意或與眾不同，最好能以節奏暢快的遊戲方式行進。實務人員製作廣告之前應該先瞭解品牌的調性與消費者的偏好，如此一來，互動敘事廣告方能達成增進品牌知名度、記憶度與認同感的說服效果，間接提昇消費意願。
In today’s advertising industry, the degree of interactivity and storytelling skills in commercials are keys to success. On one hand, interactivity enables the two-way communication between consumers and brands. Through online interaction, consumers have more resources of information in hand and they are able to choose ones that fit their needs. On the other, storytelling helps advertisements arouse consumers’ responses to the brands. It is the most effective way to connect brands with consumers’ life experiences by creating scenario in advertisements. Therefore, the biggest challenge for practitioners is to combine interactivity with advertising narrative.
The New Zealand Hell Pizza’s online advertisement “Deliver Me to Hell” is selected for this case study of interactive advertising narratives. The first part of the study applies Roland Barthes’s narrative theory to analyze the semiotic principles in the interactive advertising narrative from practitioners’ perspective. The second part conducts in-depth interviews to observe how the content and form of the interactive advertising narratives influence the brand attitude of consumers.
According to the content analysis, “Deliver Me to Hell” uses zombie to connect product features and the brand spirits. Bloody and violent scenes, zombie movie plot, black humor conversations and punk music used in the advertisement refer to a horror, rebellious and avant-garde image that suited the brand’s name “Hell.” The result of in-depth interview indicates that the successful interactive advertising narratives must have an obvious theme delivered by storytelling with proper sensory stimulations. The story plots need to be well-constructed, simple but creative. Moreover, adver-game with smooth storylines is the ideal form of interactive advertising narratives. It is necessary for practitioners to understand the tone and style of brands and consumers’ preferences, in order to design interactive advertising narratives that contributed to degree of brand prominence, consumer’s awareness and buying intention. |
| Reference: | 一、 中文部份
石美倫譯（2010）。《電玩正在改變世界》。台北：商周出版。（原書 Edery, D. (2009). Changing the game: How video games are transforming the future of business. NJ: FT Press.）
李美華譯（1998）。《社會科學研究方法》。台北：時英。（原書Earl Babbie. (1998). The practice of social research. CA: Wadsworth Publishing Company.）
吳肇倫（2009）。《廣告如何說故事？-從符號學觀點分析全國電子「足感心」系列廣告》。政治大學廣告研究所碩士論文。
洪顯勝譯（1989）。《符號學要義》。台北：南方叢書。（原書 Barthes, R. (1966). Elements of semiology. Paris: Seuil.）
洪瑞麟（2008. 3. 6）。〈戶外廣告吹起「互動風」席捲美國廣告市場〉。上網日期：2011年6月14日，取自「動腦資料庫」http://www.brain.com.tw/News/RealNewsContent.aspx?ID=10205.
耿慶瑞（2000）。〈WWW互動廣告的互動層次〉，《廣告學研究》，15，161-181。
耿慶瑞（2006）。〈WWW廣告之互動品質量表〉，《台大管理論叢》，15 (1)，23-48。
高名凱譯（1980）。《普通語言學教程》。北京：商務印書館。（原書 Saussure, J. (1966). Course in general linguistics. London: Peter Owen.）
高辛勇（1987）。《形名學與敘事理論—結構主義的小說分析法》。台北：聯經出版。
高淑清（2008）。《質性研就的18堂課：首航初探之旅》。高雄：麗文文化。
孫秀蕙&陳儀芬（2011）。《結構符號學與傳播文本：理論與研究實例》。臺北：中正書局。
陳向明（2002）。《社會科學質的研究》。台北：五南圖書。
黃光玉（2006）。〈說故事打造品牌：一個分析的架構〉，《廣告學研究》，26，1-26。
動腦編輯部（2006. 12. 1）。〈互動遊戲玩出「激」效〉。上網日期：2011年5月6日，取自「動腦資料庫」http://www.brain.com.tw/News/RealNewsContent.aspx?ID=8314.
動腦編輯部（2007. 6. 28）。〈互動式媒體：行銷新工具〉。上網日期：2011年6月14日，取自「動腦資料庫」http://www.brain.com.tw/News/RealNewsContent.aspx?ID=2780.
動腦編輯部（2010. 9. 3）。〈地獄Pizza的黑色互動廣告怎麼玩？〉。上網日期：2011年9月30日，取自「動腦資料庫」http://www.brain.com.tw/News/RealNewsContent.aspx?ID=14493.
張美惠譯（2005）。《行銷人是大騙子》。台北：商智文化。（原書Godin, S. (2005). All marketers are liars: Telling authentic story in a low-trust world. New York: Penguin.）
張錦華（2002）。《傳播符號學理論》。台北：遠流。（原書Fiske, J. (1982). Introduction of Communication Studies. London: Methuen & Co. Ltd.）
榮泰生（2000）。《網路行銷：電子商務實務》。台北：五南圖書。
闕帝丰譯（2006）。《編故事：互動故事玩家創意聖經》。台北：時報文化。（原書Glassner, A. (2006). Interactive storytelling: Techniques for 21st Century Fiction. MA: A. K. Peters.）。
Mr. 6編輯團隊（2008. 11. 20.）〈地獄比薩(Hell Pizza)擅長「負面行銷」，位在紐西蘭仍可名揚全球〉。上網日期：2011年11月25日，取自「Mr. 6網路行銷」http://mr6.cc/?p=2480.
Tunaman（2010. 08. 11.）〈「地獄PIZZA」充斥著血腥、殭屍與黑色幽默的互動廣告〉。上網日期：2011年11月25日，取自「Tunaman」http://tunaman.pixnet.net/blog/post/12052860.
二、 英文部份
Aarseth, E. J. (2004). Genre trouble: Narrativism and the art of simulation. Cambridge, Mass.: MIT Press.
Barthes, R. (1977). Image-Music-Text. London: Fontana Press.
Bennet, A & Royle, N. (1999). Introduction to literature, criticism and theory. Hemel Hempastead: Prentice Hall.
Bruner, J. (1986). Actual minds, possible words. Cambridge, MA: Harvard University Press.
Celsi, R. L. & Jerry, C. O. (1988). The role of involvement in attention and comprehension processes. Journal of the consumer research, 15 (4), 210-224.
Csiksezntmihali, M (1975). Beyond boredom and anxiety. San Franciso, CA: Jossey-Bass.
Deighten, J. (1997). Commentary on exploring the implication of the internet for consumer marketing. Journal of the academy of marketing science, 25 (4), 347-351.
Escalas, J. E. (2004). Narrative Processing: Building consumer connections to brands. Journal of Consumer Psychology, 14, 168-180.
Gauberghe, V. & Pelsmaker, P. D. (2010). Advergames: The impact of brand prominence and game repetition on brand responses. Journal of advertising, 39, 5-18.
Glass, Z. (2007). The effectiveness of product placement in video games. Journal of interactive advertising, 8, 23-32.
Helstosky, C. F. (2008). Pizza: A global history. London: Reaktion Books.
Hoffman, D. L. & Novak, T. P. (1997). A new marketing paradigm for electronic commerce. The internet Society, 13, 43-54.
Jakobson. R. (1987). Linguistics and poetics (selections). Style and language. Cambridge, Mass: MIT Press.
Krugman, H. E. (1965). The impact of television advertising: Learning without involvement. Public opinion quarterly, 29 (4), 349-356.
Liu. Y. and Shrum L. J. (2009). A dual-process model of interactivity effects. Journal of advertising, 38, 53-68.
Marcus, Greil (1989). Lipstick Traces: A secret history of the twentieth century. Cambridge, MA: Harvard University Press.
McIntosh, S. and Leverette, M. (Ed.). (2008). Zombie culture: Autopsies of the living dead. Lanham, Maryland: Scarecrow Press.
Newitz, A. (2010. 11. 18). A history of zombies in America. Retrieved May 13th, 2012, from i09 http://io9.com/5692719/a-history-of-zombies-in-america.
Padgget, D. & Allen, D. (1997). Communication experiences: A narrative approach to create service brand image. Journal of Advertising, 26, 49-62.
Petty, R. E., Cacioppo, J. T., and Shumann, J. T. (1983). Central and Peripheral routes of advertising effectiveness: The moderating effect of involvement. Journal of consumer research, 10 (4), 135-146.
Polkinghorne, D. E. (1988). Narrative knowing and the human science. Albany, NY: The State University of New York.
Propp, V. (1968). Morphology of folktale. Austin, TX: University of Texas.
Raman, V. (1996). Determinants of desired exposure to interactive advertising. Unpublished doctoral dissertation, University of Texas, Austin, Texas.
Shanker, A., Elliott, R. & Goulding, C. (2001). Understanding consumption: Contribution from a narrative perspective. Journal of Marketing Management, 17, 429-453.
Saavedra, C. (2007). Voodoo Zombie in beauty parade 2007. Retrieved May 28th, 2012, from http://www.punkrockers.com/user/gallery/view/name_VOODOO%20ZOMBIE/id_26989/.
Sicilia, M. S. and Ruiz, S. (2007). The roll of flow in web site effectiveness. Journal of interactive advertising, 8, 33-34.
Sicilia, M. S., Ruiz, S. & Munuera, J. L. (2005). Effect of interactivity in a web site: The moderating effects of need for cognition. Journal of Advertising, 34 (3), 109-119.
Stein, N. L. & Albro, E. R. (1997). Building complexity and coherence: Children’s use of goal-structure knowledge in telling stories. NJ: Lawrence Erlbaum Associates, Inc.
Stern, B. B. (1991). Who talks advertising? Literary theory and narrative “point of view.” Journal of Advertising, 20, 9-22.
Stewart, D. W. & Pavlou, P. A. (2000). From consumer response to active consumer: Mueasuring the effectiveness of interactive media. Journal of the Academy of Marketing Science, 30 (4), 376-396.
Vincent, L. (2002). Legendary brands: Unleashing the power of storytelling to create a winning marketing strategy. Chicago, IL: Dearcorn.
Wallace, M. and Robbin, B. (2006). Casual Games White Paper. The IGDA Casual Games SIG. Retrieved August 27th, 2011, from http://www.igda.org/sites/default/files/IGDA_CasualGames_Whitepaper_2006.pdf.
Watson, D. (2009). Horror screenwriting: The nature of fear. Studio City, CA: Michael Wiese Productions.
Wise, K., Bolls, P. D., Kim, H., Venkataraman, A., and Meyer, R. (2008). Enjoyment of advergames and brand attitudes: The impact of thematic relevance. Journal of interactive advertising, 9, 27-36. |
| Description: | 碩士
國立政治大學
廣告研究所
99452006
100 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0099452006 |
| Data Type: | thesis |
| Appears in Collections: | [廣告學系] 學位論文
|
Files in This Item:
| File |
Size | Format | |
|---|
| 200601.pdf | 3824Kb | Adobe PDF2 | 1789 | View/Open |
|
All items in 政大典藏 are protected by copyright, with all rights reserved.
|
