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| Title: | 消費者文化定位與化妝品廣告之研究
The research of consumer cultural positioning and cosmetics advertisment |
| Authors: | 徐佩筠 |
| Contributors: | 陳建維
徐佩筠 |
| Keywords: | 消費者文化定位
化妝品廣告
Consumer Cultural Positioning
Cosmetics Advertisment |
| Date: | 2011 |
| Issue Date: | 2013-02-01 16:49:28 (UTC+8) |
| Abstract: | 本研究是探究 「品牌名稱所使用的語言」、「品牌名稱的發音」、「廣告標題
所使用的語言」、「廣告訴求」與「代言人的外型」以上的五項文化面向的相關
要素、符碼對廣告所呈現的「全球消費者文化定位」、「外國消費者文化定位」
與「本國消費者文化定位」之品牌的消費者文化定位造成的影響。
本研究以「內容分析法」分析台灣四本女性時尚雜誌—VOGUE 國際中文版、
VIVI 唯妳時尚國際中文版、MINA 時尚國際中文版及CHOC GIRLS 恰女生中
273 篇化妝品廣告。
本研究發現台灣女性時尚雜誌中化妝品廣告，多使用「全球消費者文化定
位與外國消費者文化定位」作為其品牌的定位策略。 並獲得以下結論：
一、相較於使用中文，若在廣告中使用外國語言作為廣告標題，對判定外國消
費者文化定位有負面的效果。
二、相較於硬性銷售訴求，若在廣告中使用軟性銷售訴求，對判定全球消費者
文化有負面的效果、外國消費者文化定位有正面的效果。
三、相較於與使用當地廣告代言人，若在廣告中使用外國（西方）代言人，對
判定當地消費者文化定位有負面的效果、對外國消費者文化定位有著正面的效
果。
四、相較於與使用當地廣告代言人，若在廣告中使用外國（西方）代言人，對
判定全球消費者文化定位與外國消費者文化定位有著正面的效果，更甚於當地
消費者文化定位。
This thesis conducts a research of five cultural orientation related elements, or signs—the language used for brand name, the pronunciation of brand name, the language used for advertising title, advertising appeal of either hard-sell or soft-sell for brand positioning, and appearance of spokesperson(s) how to affect the Consumer Cultural Positioning (CCP) of ads.
This thesis coducts a content analysis of 273 cosmetics advertisments from four Taiwan women`s fashion magazines—VOGUE TAIWAN, VIVI, MINA, and CHOC GIRLS.
The thesis finds "Global Consumer Cultural Positioning (GCCP) and Foreign Consumer Cultural Positioning (FCCP)" are used more frequently than Local Consumer Cultural Positioning (LCCP) as the brand positioning strategy in the cosmetics advertisements from Taiwan women`s fashion magazines. And, the major conclusions are as following:
1. Compared to using Chinese language, using foreign language as advertising title in an ad has the negative effect to FCCP.
2. Compared to using the hard-sell appeal, using the soft-sell appeal for brand positioning in an ad has the negative effect to GCCP, and the positive effect to FCCP.
3. Compared to using local spokesperson, using western spokesperson for brand positioning in an ad has the negative effect to LCCP, and the positive effect to FCCP.
4. Compared to using local spokesperson, using western spokesperson for brand positioning in an ad has the positive effect to GCCP and FCCP than LCCP. |
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| Description: | 碩士
國立政治大學
國際經營與貿易研究所
99351022
100 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0099351022 |
| Data Type: | thesis |
| Appears in Collections: | [國際經營與貿易學系 ] 學位論文
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