Character Marketing is popular in recent years. Many studies of Spokes-Character conduct by the print media before, less on the Internet Marketing. Furthermore, the social media in the Internet Market has become a new trend. The social network service has been an important business strategy by the marketing of word of mouth, and it also strengthen the brand image of the corporate. Therefore, this study attempts by the case of the Spokes-Character, OKAPI, from The BOOKS.COM.Co.,Ltd. This main study aims to find the influent of advertising effect with different spokesperson of Facebook and different involvement in e-shopping. The Independent Variable of this study aims the different spokesperson in Facebook (Spokes-Character and Trademark) and involvement in e-shopping (high and low). Dependent Variable is advertising effects (advertising attitude and brand attitude). The survey conduct through the Internet by the internet users. In this main study, 325 valid questionnaires were collected, the findings shows that Spokes-Character as the spokesperson of Facebook will enhance advertising effects. And different level of involvement in e-shopping also influence the different advertising effect.

This study presents a design framework for helping Chinese companies and designers to create effective animated cartoon characters for promoting brands. Previous research has demonstrated that animated characters which companies use to promote their brands appear to have a good chance of gaining and holding consumers’ attention. However, most relevant research in this area was conducted decades ago and focused on TV advertisements. There is little relevant research into new media advertisements featuring animated characters in an international context even though online advertising is growing. Furthermore, several academic researchers in China have begun to explore this topic without the benefit of practical research. As a result, the Animated Cartoon Promotional Characters (ACPC) are rarely developed and used although the animation industry has boomed in the Chinese market. ACPC for client companies which are created by commercial designers or design studios are not always in accordance with the preferences of their target customers. A design framework is therefore needed to provide a detailed design procedure for potential customer involvement. In order to achieve this, the Sanyuan Foods Company has been involved as a case study in this research. A series of surveys and focus groups with potential customers and interviews with Sanyuan and professional animators have been employed to improve the design process, to explore and identify more effective design procedures and to develop a design framework for the production of ACPCs. Secondary research has also been conducted in order to trace the historical issues and growth of promotional characters which have been employed successfully by selected companies; to determine the design process and fundamental features, functions and narrative for these animated promotional characters; and to discuss the relationship between different age groups and promotional characters, customers' favour and loyalty. The final framework has been evaluated by the development and testing of a “family“ of 2D and 3D hybrid computer characters for Sanyuan Foods and a series of short promotional animations and web site. Results show positive agreement with theoretical predictions and significant improvement over previous efforts. The research presented here has significant implications for future studies on branding strategy.

Un plasma est défini comme un gaz partiellement ou totalement ionisé. Bien que très présent dans l'univers visible, les plasmas naturels sont rares sur Terre. Cependant, ils représentent un intérêt majeur pour les industries et les instituts de recherche (traitement de surface, propulsion spatiale). Toutefois, la compréhension du comportement d'un plasma est complexe et fait appel à de nombreux domaines de la physique. De plus, ces plasmas peuvent être magnétisé i.e. lorsqu'un champ magnétique extérieur ou induit influence significativement la trajectoire des particules : r/L<1 où r est le rayon de Larmor et L la longueur caractéristique du système. Ce travail de thèse s'intéresse à la modélisation du comportement du plasma présent dans deux dispositifs : l'accélérateur de l'Injecteur de Neutres (IdN) rapides d'ITER et le magnétron en régime DC ou HiPIMS. La réalisation de la fusion nucléaire sur Terre fait actuellement l'objet de nombreuses recherche dans le monde. Du fait de l'énergie nécessaire au franchissement de la barrière de répulsion coulombienne, le plasma doit être confiné. Dans le cas d'ITER, le confinement est réalisé par de puissant champ magnétique. Cependant, pour atteindre les conditions nécessaires aux réactions de fusion, notamment en température, un injecteur de particules neutres à haute énergie (1MeV) est nécessaire. L'accélération de ces particules est une phase critique dans la création du faisceau de neutres et elle représente un défi technologique qui fait l'objet d'une étude dans ce travail de thèse. Le magnétron est un procédé industriel permettant la réalisation de couches minces par pulvérisation cathodique. Les ions créés par un plasma de décharge arrachent les atomes de la cathode qui se déposent sur l'anode. Le champ magnétique créé par des aimants permanents piège les électrons à proximité de la cathode augmentant l'efficacité du dispositif. Le comportement du plasma magnétron est ainsi étudié en régime continu ou pulsé ainsi que l'apparition de structures auto-organisées en rotation autour de l'axe du magnétron dans certaines conditions. Afin d'étudier ces dispositifs, plusieurs programmes de simulation numérique ont été développés. La méthode Paticle-In-Cell a été choisie car elle permet de prendre en compte la charge d'espace des particules de manière auto-cohérente. Diverses techniques (technique de collision nulle, Monte Carlo Collision, a posteriori Monte Carlo) et améliorations (maillage non uniforme, projections de charges au troisième ordre) ont été développées et implémentées. De plus, une méthode originale, Pseudo 3D, permettant un traitement à trois dimension du magnétron a été utilisées avec succès. Enfin, ces programmes ont été parallélisés afin de réduire le temps de calcul. / A plasma is defined as a partially or completely ionized gas. Even though, they are very present in the visible universe, natural plasmas are rare on Earth. However, they are a major interest for industries and research institutes (surface treatment, spatial propulsion). Nevertheless, the understanding of plasma behavior is complicated because of the numerous physical fields involved. Moreover, theses plasmas can be magnetized, i.e., a magnetic field, external or induced, affects significantly the particle trajectories: r/L<1 where r is the Larmor radius and L the typical length of the system. This thesis is focused on the plasma modeling in two device: the accelerator of the ITER's neutral beam injector (NBI) and the magnetron in DC or HiPIMS regime. The feasibility of nuclear fusion on Earth is subject of numerous research around the world. Because of the energy necessary to get over the Coulomb barrier, the plasma must be confined. For ITER, the confinement is achieved by intense magnetic fields. However, to reach the required conditions of nuclear fusion reactions, especially in temperature, a high energy (1MeV) neutral beam injector is needed. The particle acceleration is a critical part in the creation of the neutral beam and it represents a technical challenge which is studied in this thesis work. The magnetron is an industrial process for creating thin film by physical sputtering. The ions created by a plasma discharge tear the atoms out of the cathode which are then deposited on the anode. The magnetic field created by permanent magnets trap the electrons near the cathode improving the process efficiency. The plasma behavior inside the magnetron is studied in direct and pulsed current as well as the appearance of self-organized structures in rotation around the magnetron axis. To study these devices, several program of numerical simulation have been developed. The Particle-In-Cell methode has been chosen because it takes into account, self-consistently, the space charge of the particules. Several techniques (null collision technique, Monte Carlo Collision, a posteriori Monte Carlo) and improvement (Non uniform mesh, third order charge projection) have been developed and implemented. Moreover, an original method, Pseudo 3D, allowing a three dimensional study of the magnetron, has been used with success. Finally, these programs have been parallelized to reduce the computation time.

人類日常活動造就了今日各種環境議題已經是無可否認的事實，然而生活在繁華都市裡的人因為接觸不到一望無際的垃圾山／海、感受不到斷糧的危機、體會不到缺水的絕望等環境議題，所以對環境議題沒有太大的危機感，即使聽過環境議題，也仍舊抱持著充耳不聞的鴕鳥心態。但環境議題不像單純的政治、宗教或社會議題能讓人自由選擇立場或是沒有立場，而是一個嚴肅的道德議題，只要有份消耗自然資源就必須負上保護環境的責任。 法國社會及哲學家布希亞曾說了一句很準確的話：“在當今社會裡，我們都是被別人給提醒的（we were made aware of）”。因此對理解環境議題的人來說，除了身體力行從生活中做環保之外，讓更多人了解這些岌岌可危的環境議題變成了最重要的事。在今天，許多意識到環境保護重要性的名人不遺餘力地為環境發聲，甚至身體力行投入環保產業，成為了極具影響力的環境代言人。 在環境代言人出現的同時，卻鮮少看過由虛擬人物為環境代言的案例，因此本創作決定以虛擬代言人的方式來創作環境議題平面廣告，透過迪士尼的明星光環發揮類似名人代言的廣告效果。在創作發表結果中不難看出，以迪士尼為環境代言人的創作方式確實吸引了受眾的目光，進而影響受眾對環境議題的態度及行為，皆達到了廣告代言人效果及創作目的。 / There is no denying that human activities have caused environmental issues. However, living an urban life have made people unware of such environmental issues as the garbage mountains/oceans, the hunger from food shortage, and the despair of dry seasons, etc. Therefore they have no sense of crisis about these issues. People heard of those terms but they still bury their heads in the sand. Different from political, religious or social issues, environmental issues are more like serious ethical issues, which allow none to either choose a stance or stay neutral. Those who have depleted the natural resources are responsible to protect the environment. Baudrillard, a French sociologist and a philosopher, said: “we were made aware of”. To the people who care about environment, helping more people understand the severity of environmental issues becomes the most important thing. Therefore, a lot of celebrities who are aware of the importance of environmental protection spare no effort to promote environmental issues, even engaging themselves in the environmental protection industry. They have become influential spokespersons of the environment. However, we’ve rarely seen the cases of fictional characters being used in the environment endorsement. So the idea of combining environmental issues with spokes-characters is born. These Print Ads creations will use Disney’s characters to achieve the effect of spokespersons. The exhibition have shown the creation successfully attracted audience attention, affecting both their attitudes and behaviors to environmental issues. The results have reached the effect of spokespersons and purpose of the creation.

The phenomenon of notional employees has started to occur, since companies are facing an increased challenge to break through the marketing clutter. The phenomenon makes it possible for companies to communicate the increasingly important intangible values of a brand. The purpose with this thesis is to explore and illustrate how organizational core values are communicated through notional employees. The phenomenon of notional employees was researched from both a company and customer perspective, where a multiple case study research was made. Interviews were held with the authors of the notional employees and focus groups were held among consumers. Communication of core values via notional employees follows four steps. First the notional employee and its character is created. This step is followed by communication of core values through the notional employee. Thirdly, the type of values which has been communicated needs to be analyzed. Finally, if true core values are not communicated, communicative adjustments are required. These steps are presented in “The Core Value Communication Wheel”.

<p>The phenomenon of notional employees has started to occur, since companies are facing an increased challenge to break through the marketing clutter. The phenomenon makes it possible for companies to communicate the increasingly important intangible values of a brand.</p><p>The purpose with this thesis is to explore and illustrate how organizational core values are communicated through notional employees.</p><p>The phenomenon of notional employees was researched from both a company and customer perspective, where a multiple case study research was made. Interviews were held with the authors of the notional employees and focus groups were held among consumers.</p><p>Communication of core values via notional employees follows four steps.</p><p>First the notional employee and its character is created. This step is followed by communication of core values through the notional employee. Thirdly, the type of values which has been communicated needs to be analyzed. Finally, if true core values are not communicated, communicative adjustments are required.</p><p>These steps are presented in “The Core Value Communication Wheel”.</p>

隨著行動通訊貼圖的興盛與普及，其商業價值更被多數企業相中以作為軟性的品牌置入行銷溝通方式。透過與品牌相關的貼圖設計，將品牌訊息巧妙融合於貼圖中並吸引使用者成為品牌好友以下載使用，讓使用者彼此之間傳散達到短時間內累積龐大粉絲數之效益，更可能將使用者對品牌貼圖之好感度轉嫁到品牌上。因此，如何創造有效的品牌貼圖設計成為企業亟欲了解的課題。 根據過去研究之探究，可發現目前對於品牌貼圖行銷之效果衡量尚未具有量化的數據分析作為實際執行之參考依據，因此本研究將品牌免費貼圖行銷模式視為新型態之置入性行銷方式，整合品牌貼圖設計要素與虛擬代言人、置入性行銷文獻，擬訂一整合品牌貼圖設計之分類架構，以虛擬代言人產品相關性（高vs.低）、品牌露出顯著程度（高vs.低）、品牌置入貼圖情境整合程度（高vs.低）作為自變項，以2x2x2的三因子設計，在共八種不同的品牌貼圖置入設計下，以實驗法進行，並透過問卷調查使用者對其置入效果，以認知、情感、行為意圖效果作為依變數的測量。 研究結果顯示，虛擬代言人產品相關性為品牌貼圖置入設計之最關鍵影響要素，高度相關時其置入效果皆顯著，顯現品牌免費貼圖角色設計為首要優先考量，此時當品牌顯著露出時，更能提昇強化虛擬代言人產品相關之置入效果。而品牌置入貼圖情境整合程度僅體現於貼圖之背景，較難以吸引使用者注意，雖不具顯著影響效果，但與其他因素交互作用下能對認知效果產生顯著影響。而所有置入型式及其交互作用皆對使用者之認知效果產生顯著影響。 / With the popularity of mobile stickers, many companies begin to pay attention to LINE stickers’ marketing influences and consider them as new means of marketing placement. Brand-related stickers design, usually cute and interesting, makes brands attract users to download and use stickers so that brands naturally slip into users’ private conversation space. In this way, millions of users not only become fans of the brand, but also are fond of stickers and the brand itself. To maximize the stickers marketing benefits, how to design useful brand-related stickers is the crucial part. In this research, the experimental design is used to investing the marketing evaluation affected by sticker’s animated spokes-character design (brand-related vs. brand-unrelated), brand exposure (prominent vs. subtle), and context integration (integrated vs. non-integrated). Then, 2x2x2 factorial design is conducted and 8 different scenarios are created online. Questionnaire is set to find the product placement effectiveness including cognition, emotion and behavior. The result indicates that brand-related character design is the crucial factor in sticker’s placement effectiveness. This reflected that stickers use animated spokes-character to attract user’s notice, feelings, and behaviors. Besides, brand-related character and high brand exposure has the best effect. And other factors all influence cognition effect.