Online group-buying is one of the popular online business models recently. Both the initiator and participants hope to recruit more consumers to join order to aggregate larger orders and thus get cheaper price. Traditionally, consumers always invite their friends or families to join group-buying in order to collect more orders. Hope the relationship could affect their behavior. As the communication and coordination through the Internet are getting more convenient, it is easy and popular to recruit friends in larger range to join group-buying via e-mail. Further, the increasing virtual communities result from that, members have same interest, concern, and needs. It is quite possible that the members have same needs and therefore initiate a group-buying activity to fulfill many members¡¦ needs. Since information sharing is a major activity between members of virtual communities, the degree of the interactions will impact the tie strength between them. If members can send peer-to-peer recommendation email to other members who may be interested in the group-buying transaction, it may improve the group-buying performance. In addition, marketing via e-mail is getting common. The different marketing appeal results in different effect. Rational appeals focus on product itself while emotional appeal makes consumer¡¦s feeling change. The purpose of this research is to explore the difference in advertisement attitude between consumers clicking the peer-to-peer recommendation e-mail and consumers not clicking it. We also examined if these two groups have different cognition of tie strength with the e-mail sender. The result shows the group clicking the recommendation mail has better advertisement attitude than the group not clicking. Further, emotional appeal induces the subjects¡¦ better cognition of reliability of the appeal

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The purpose of this study was to examine marketers view of alcohol advertising. Focus have been on its potential effect on the society, moral aspects and its relation to sustainability, identity, gender and celebrities. The method used was semi-structured interviews with eight marketers at three advertise agencies/production companies in Cape Town who have working experience of alcohol advertising and this have been analysed in relation to impact and identity theories as well as ethics. The result showed that majority of the marketers did not believe alcohol advertising increase alcohol consumption nor lead to alcohol abuse but rather create brand awareness and competition between brands. Their perception was also that alcohol brands are connected to identity in South Africa and that using celebrities in alcohol advertising could be highly effecting when using the right celebrity. One conclusion is that the participants did not suffer from moral myopia since they were fully aware of what harm alcohol could have on the society. Regarding moral discussion at work was it some of the marketers that did not talk about ethical issues which could be a sign of moral muteness but it is really hard to draw any conclusion about it after a short interview. / <p>Bild</p>

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被稱為本世紀最重要的革命「網際網路」在這世紀末的十年裡像野火燎原般的蔓延開來，若如專家預言的：在下一個十年、下一個世紀，網際網路將深入大多數的家庭，電信服務、資料傳輸服務與大眾傳播媒體三者將匯流為同一產業或服務，那麼網際網路的發展將不只是第五大媒體的興起，而是所有電子媒體的匯流者。 　　對傳統媒體的市場狀況與廣告主行為前人已有相當的研究，閱聽眾對網路廣告的反應研究也方興未艾，而台灣地區廣告主對網路廣告的購買行為卻鮮少成為研究客體。網路廣告市場的資源分配過度集中於入門網站的情形曾使我們對網路分權性、分眾性的未來感到擔憂，廣告聯播網機制的軟體的開發改變了這個狀況。廣告聯播機制，也創造了一個新的業種----網路廣告聯播中心。本研究即在探討台灣地區廣告主對網路廣告的購買行為以及台灣地區與美國地區網路廣告聯播中心業者經營模式的異同。 　　本研究的主要發現有：(1)目標市場與上網族群相近的小公司，較樂於使用網路廣告。(2)以新產品創新為獲利來源的小公司較一般廣告主重視對網路廣告聯播業者提供的閱聽眾統計資料與「目標」閱聽眾廣告遞送服務。(3)大型廣告主涉入網路廣告大多倚賴傳統廣告代理商。(4)台灣地區網路廣告市場仍在起步，規模太小，未達規模經濟，導致聯播中心的「目標」閱聽眾廣告遞送服務較美國地區為高。(5) 聯播中心業者多涉入創意文案製作的活動，提供廣告主整套網路行銷完整解。 第一章 緒論 1 第一節 研究背景 1 第二節 研究動機與目的 4 第三節 研究問題與研究範圍 5 第四節 研究流程與論文架構 5 第五節 解釋名詞 8 第二章 產業現況與文獻回顧 10 第一節 台灣地區網路廣告現況 10 第二節 網路廣告聯播網的技術原理 13 第三節 媒體企畫與廣告主行為研究 16 第四節 廣告作業流程 21 第三章 研究方法 25 第一節 關於個案研究法 25 第二節 研究方法 28 第三節 訪談對象與訪談問題 29 第四節 研究限制 31 第四章 個案描述與分析 33 第一節 國內業者個案 33 第二節 國外業者個案 48 第三節 廣告主個案 61 第四節 結果分析 66 第五章 結論與建議 75 第一節 研究結論 75 第二節 研究建議 76

Faced with a society increasingly inserted in a capitalist system that tends to surrender to the numerous temptations proposed by the consumer market, we recognize the need to analyze the effectivity of persuasive techniques commonly used in the advertising industry with marketing purposes. Accordingly, we aimed to conduct a semiotic analysis about the resources used in commercials for television, intentionally produced in order to influence viewers, pointing towards possible effects caused in the receivers of such messages. For this purpose, our corpus consisted of advertising texts of car brands that explore the humor, resource commonly used in this type of genre in contemporary times, considering his character irreverent and catchy, which promotes not only the empathy of consumers in relation to brand, but also their adhesion to advertised product. We still have had as aim, to reflect on the language of advertising texts and their implications with regard to the social aspect as to the scope given to it - as well as the intention to analyze their influence on the subjects receiving, such as the case of the power of speech used, given its linguistics importance. Thus, the analysis consists of a qualitative approach, grounded in some theoretical lines for its reasoning, highlighting the contributions of Bakhtin (1997), Possenti (2007), Pierce (2010) and Santaella (2008 and 2010). Finally, some considerations with regard to didactic and pedagogical application of semiotics, proposing greater use of advertising texts in classrooms, in order to arouse the students´ interest in reading and critical interpretation of the genre analyzed in order to better develop the skills of reflection and discernment. / Diante de uma sociedade cada vez mais inserida em um sistema capitalista e que tende a se render às inúmeras tentações propostas pelo mercado consumidor, reconhecemos a necessidade de analisar a efetividade das técnicas persuasivas comumente utilizadas no ramo publicitário com fins mercadológicos. Nesse sentido, objetivamos realizar uma análise semiótica acerca dos recursos empregados nos anúncios publicitários para televisão, intencionalmente produzidos com o fim de influenciar os espectadores, apontando possíveis efeitos de sentido causados nos receptores dessas mensagens. Para tanto, nosso corpus se constituiu de textos publicitários de marcas de automóveis que exploram o humor, recurso bastante utilizado nesse tipo de gênero na contemporaneidade, tendo em vista o seu caráter irreverente e contagiante, que promove não apenas a simpatia do consumidor em relação à marca, mas também sua adesão ao produto divulgado. Tivemos ainda como escopo fazer uma reflexão acerca da linguagem dos textos publicitários e suas implicações no que se refere ao seu aspecto social - quanto ao alcance que lhe é dado - assim como a pretensão de analisar sua influência nos sujeitos receptores, como é o caso do poder do discurso utilizado, dada a sua importância linguística. Dessa forma, a análise consiste em uma abordagem qualitativa, ancorada em algumas linhas teóricas para sua fundamentação, destacando-se as contribuições de Bakhtin (1997), Possenti (2007), Pierce (2010) e Santaella (2008 e 2010). Por fim, são feitas algumas considerações com respeito à aplicação didático-pedagógica da semiótica, propondo maior utilização de textos publicitários em salas de aula, com o intuito de despertar o interesse dos alunos pela leitura e interpretação crítica do gênero textual analisado, a fim de melhor desenvolver as capacidades de reflexão e discernimento.