本文運用符號學及敘事學作為工具，對全國電子「足感心」系列廣告進行文本分析，希望透過符號觀點的研究，了解企業品牌如何運用廣告來進行故事行銷，以及廣告在文本實作的層次上，其敘事與符號意義指涉的策略為何，故事的說服功能又如何產生。 研究發現，全國電子利用情節的互動，刻畫了貧困家庭在物質需求與親情間的壓抑與拉扯，並藉著敘事上的鋪陳，讓品牌化身為生活難題的解決者。透過故事情境的描寫，全國電子讓原本商業氣息濃厚的促銷宣傳，變成了溫暖有情的企業關懷，品牌也搖身一變成為弱勢族群的扶持者，成功的在目標消費者心中建立起好感度。為了讓這樣的故事更具戲劇張力，廣告中更利用各種符號指標，來形塑角色「勞工階級」的身分設定，呈現其低社經地位、低生活水平的「小人物」特質。此外，故事裡也運用「本土」作為符號選擇的原則，來具體打造廣告文本的氛圍、場景與角色，並訴求相關的社會迷思來幫助敘事的進行。這使得「足感心」廣告文本不僅塑造了鮮明的文本風格，在文化方面，也扣合了台灣社會仍持續發展的本土化運動，博得了更多在地族群的認同。 而藉著「足感心」廣告的案例分析，本研究也從故事行銷的角度出發，將分析所得的發現與文獻整合，並提出一個發想廣告故事腳本的策略流程，供廣告實務人員參考。 / This research takes perspectives from semiotics and applies the methodology of semiotics and narratology to analyse Chua-Kuo-Tiu-Tzu commercials. The main goal of this research is to reveal the brands how to use “story marketing” with commercial films, including the strategy of story-telling and signs-indicating within text, and how to persuade comsumers into buying by stories. The result shows, Chua-Kuo-Tiu-Tzu decipts the poor families’ dilemma of satisfying material demand or considering mutual financial difficulties, and takes itself as the resolution of the families’ problems in the story. Through stories, Chua-Kuo-Tiu-Tzu translates business promotion into concern about the the minority, and presents itself as a supporter of economically disadvantaged people,which makes favorable impression on the target comsumers. To make the commercials more dramatic and heart-stirring, Chua-Kuo-Tiu-Tzu also uses lots of “indexs” to build up labor characters in the stories, show their low Socioeconomic status and living standard to express their characteristic of “nobody”. Besides, Chua-Kuo-Tiu-Tzu makes use of “locality” as the principle of signs selection in the stories to establish the scenes and characters in the comercials, and appeal to the connected myths to smooth the narration of the stories. It makes the commercials distinct and earns the recognition from the local people in the context of the localization in Taiwan. Moreover, focusing on linking story marketing, this research imtegrates the result of the analysis and literature to construct a strategical model that is able to direct the creation of commercial stories for advertisement employees.

Abstract in English, Afrikaans and Xhosa / The problem investigated in this study is the lack or poor use of local stories by destination managers in the marketing of their destinations. This neglect of the potential use of local stories limits the potential market share, especially of small towns. This study is based on the role of storytelling in the marketing sphere as a whole and specifically in the tourism industry. Key components of storytelling in marketing are identified and analysed along with existing narrative marketing models. In the process of developing and implementing a narrative-based destinations marketing model, the focus is on small towns in South Africa. The study aims to achieve the following: fill the void in the South African literature in destination marketing; document the storytelling process; and develop a workable, strategic destination marketing model, and implement this model. In achieving the secondary objectives, the study succeeded in its primary objective, namely to develop a three-legged pot or story pot (“driepootpot”) marketing model. The narrative destination marketing model was developed through quantitative and qualitative research in area served by the Drakenstein Municipality, located in the Western Cape in South Africa. A combination of phenomenology and grounded theory was used to analyse the data. / Ingxaki ephandwayo kwesi sifundo kukunqaba okanye kukusetyenziswa buthathaka kwamabali endawo ngabaphathi beendawo xa beququzelela ukuthengwa kweendawo zabo. Oku kungawasebenzisi amabali endawo kucutha isabelo sengeniso, ngakumbi kwiidolophana ezincinci. Esi sifundo sisekelwe kwindima yokubalisa amabali ekuququzeleleni intengo, ngakumbi kurhwebo lokhenketho. Kuchongwe, kwahlalutywa amanqanaba aphambili okubalisa amabali, kwaqwalaselwa neendlela zokuququzelela intengo ngokubalisa. Kwinkqubo yokuphuhlisa nokusebenzisa indlela yokuququzelela intengo ngokubalisa amabali endawo, kugxininiswe kwiidolophana ezincinci eMzantsi Afrika. Esi sifundo sijonge ukufezekisa ezi njongo zilandelayo: ukuvala isikhewu esikhoyo kuncwadi loMzantsi Afrika malunga nokuququzelela intengo ngokubalisa amabali endawo; ukubhala inkqubo yokubalisa amabali; nokuphuhlisa indlela esebenzayo yokuququzelela intengo ngokubalisa amabali endawo kwanokuyisebenzisa le ndlela iphuhlisiweyo. Ekufezekiseni iinjongo ezayamileyo, isifundo esi siphumelele ekufezekiseni injongo engundoqo, leyo ikukuphuhlisa indlela yokuququzelela intengo eyimbiza emilenze mithathu okanye imbiza yamabali (“driepootpot”). Indlela yokuququzelela intengo ngokubalisa amabali endawo yaphuhliswa ngokuqhuba uphando ngokuzathuza nangokobuninzi bedatha kwisithili esiphantsi koMasipala iDrakenstein, kwiphondo leNtshona Koloni eMzantsi Afrika. Idatha ihlalutywe ngokuxuba iingcingane zobume bamava (iphenomenology) neyentsingiselo yedatha eqokelelweyo (igrounded theory). / Die probleem wat in hierdie studie ondersoek word, is die gebrek of swak gebruik van verhale deur plaaslike bestemmingsbestuurders in die bemarking van hul bestemmings. Hierdie verwaarlosing van die potensiële gebruik van plaaslike verhale en stories beperk die potensiële markaandeel van veral klein dorpies. Hierdie studie is gegrond op die rol van vertelkuns (storytelling) in die bemarkingsfeer as geheel en spesifiek in die toerismebedryf. Sleutelkomponente van storievertelling in bemarking word geïdentifiseer en ontleed saam met bestaande narratiewe bemarkingsmodelle. In die proses om ’n verhaal-gebaseerde bemarkingsmodel vir bestemmings te ontwikkel en te implementeer, val die fokus op klein dorpies in Suid-Afrika. Die studie het ten doel om die volgende te bereik: die leemte te vul in die Suid-Afrikaanse literatuur ten opsigte van bestemming bemarking; die verhaalproses te dokumenteer; en ’n werkbare, strategiese bemarkingsmodel vir bestemmings te ontwikkel vir implementering. Deur die sekondêre doelwitte te behaal, het die studie daarin geslaag om sy primêre doel te bereik, naamlik om ’n driepootpot-verhaalbemarkingsmodel te ontwikkel. Die driepootpot-verhaalbemarkingsmodel vir bestemmings is ontwikkel deur middel van kwantitatiewe en kwalitatiewe navorsing in gebied wat deur die Drakenstein Munisipaliteit, geleë in die Wes-Kaap in Suid-Afrika, gedien word. ’n Kombinasie van fenomenologie en gegronde teorie is gebruik om die data te analiseer. / Business Management / D. Phil. (Bestuurstudie)