Background: In the current marketing landscape, the integration of emotional appeal strategies in advertising has become increasingly prevalent. Emotion marketing aims to forge a deep connection between the consumer and the brand by evoking feelings. However, the effectiveness of emotion marketing is accompanied by significant ethical considerations. These concerns include the potential for influencing attitude and perception, leading consumers to either accept or reject the stimuli they experience. As emotion marketing continues to evolve, it is crucial to address these ethical issues to ensure ethical and strategic advertising practices. Purpose: The purpose of this research is to explore the ethical considerations of emotional appeal strategies in commercials. Method: To thoroughly investigate the field, a qualitative approach was employed. This involved conducting 12 semi-structured interviews to collect detailed data. Subsequently, a coding method based on grounded theory was utilized to convey the essence of the empirical material. The resultant categories and themes derived from this coding process were then employed in the analysis. Findings: The study identifies seven main ethical considerations in emotion marketing, grouped into representation issues and emotional and cognitive effects. Representation issues include stereotypes, misrepresentation, misportrayal, and improper narration. Emotional and cognitive effects involve uncertainty, manipulation tactics, and unclear motives. These findings emphasize the need for transparency, accountability, and responsibility in advertising. Conclusions: A proposed conceptual and practical framework guides researchers and marketers in balancing emotional engagement with ethical responsibility, promoting positive social values and building consumer trust.

情緒行銷從溝通開始，溝通的目的在利用關係的建立、尊重的對待與同理心的接納，將企業內外部所建築的藩籬予以拆除，使知識能坦誠地分享；讓組織中間的溝通管道流暢無阻礙，將正向健康的情緒溝通模式導入企業訂定的目標。對內部員工與外部顧客及供應商闡釋期望建構的組織型態，是奠基在以情緒、創新及知識等因子的融合下所形成的。行銷的定義不單純是將產品銷售給客戶，而是廣義的將員工的積極態度透過組織良好的分工與流程制度，散發至團隊內的成員與外部供應鏈中的參與者如供應商、顧客與代工廠，使其真誠地感受情緒行銷所蘊含的創新及知識交流。 創新為企業組織能否延續生存的要件，但要將此種子深植於企業內部形成文化，需要優良的知識管理系統。更重要的是領導者所展現出來對組織創新的策略和願景，是否經過溝通傳遞至供應鏈中的認同者。本文探討一個以情緒關係為主體基礎的行銷系統，為能將企業目標以最佳適合的層面散播出去，在企業成長發展的不同時期，需搭配差異化的三種三角形組織型態以分工及創新管理的方式，達到對內外部行銷溝通的最佳化。組織創新理論的涵義為企業開發先期時，工程、製造與行銷等企業內三個功能部門，如同三角形的變化產生的整合過程，利用擴散(Dynamic Triangle)、擺動(Oscillated Triangle)與再生(Regenerated Triangle)等3種Triangle(3T)組織變化。每次轉型會受環境刺激而自然轉換成至下一型式，找尋出一個最佳的情緒行銷規則。階段性的組織演變，取決於組織因應產品的需求與具備的核心能力；選擇工程或行銷部門作為三角形組織的指揮者，適時的增加資源加以擴張，讓組織處於動態變動中向上攀升。 當速度與方向因組織的體積龐大，缺乏強韌性來面對外在回饋所需的快速反應時，分裂成2個三角形以對應不同的產品或客戶需求，將使團體中的成員受到更多的注意，讓其願意熱誠的投入與付出。組織的完整性致使供應鏈的環節趨向穩固，但其中脆弱的任一鏈節會影響上、下游整合時，是否能轉變成共創雙贏的價值鏈。故情緒的控制方式扮演著融化彼此敵意的催化劑，系統控制理論提供組織需尋找適才適所的員工，並放置於認同組織的位置上。如同Darwin生命進化的過程，將良好的基因加以複製、替換與突變出最適應組織與環境變化的員工；而領導者的情緒智慧將企業內具有創新意志的泉源，發揮其最大的效能，達到組織所期待的願景與目標。讓價值鏈的參與者感同身受此動力，使內部的噪音及外部的雜訊，因無私的溝通而消失。高科技的光電產業特性，優勢並非來自獨特的經營或產品模式，而是員工自主地對價值鏈在溝通上的關懷。溝通所付出的頻率與努力會影響企業最終的成果，此資產需持續獲得全體員工的熱情對待；情緒行銷的創新因子將從每個人向四周擴散出去。誠如管理大師Henry Mintzberg所言：未來是無法預測，也不能計算出來，創造未來需要有夢想，實現未來則依賴熱情。 / Emotion marketing plays an important role in building the relationship between the supply chains. The mature communication allows the corporate strategy and vision to be applied between the customer and vendors, and also between vendors and vendors, without any resistance and/or obstacles. Organization innovation is the concept that have received considerable attention in the literature world and explored in the context with varying degrees of success in supply chain management. A simplified emotion relationship representation of marketing system, consisting of knowledge and innovation management, is first considered in the present work. The system forces participation between customers and suppliers. To achieve the supply chain’s demand under the dynamic environment, a triangle type organization is developed in associated with engineering, manufacturing and marketing departments. Dynamic, oscillated and regenerated triangles are three consequential periods based on the integration of corporate resources and information. An established communication link among employees provides the triangle system to be more flexibility to face outside stimulations and customers’ feedback to modify the action as well as direction. Adaptive, optimal and robust control schemes are ineffective in the present large, uncertain, and fast changing systems. The present studies propose the use of PID control technology with genetic algorithm to provide an alternative approach to solve the organization’s complex problems. Achieving efficient and competitive performance along with customer satisfactory quality product in optoelectronics industry will continue to maintain commitment to supply chain is the corporate responsibility. Emotion marketing is the innovation factor to spread out to the organization via employees. With passionate and executive leadership brings the supply chain into the value chain.

隨著情緒消費時代的來臨，感性品牌的出現，已成為21世紀的發展趨勢。消費品購買產品背後的動機，已不僅僅是解決問題而已，而是滿足心靈深處情感波動之需求及渴望。感性品牌在本世紀所造成的影響力，已引起許多企業注意，而要成功地打造品牌，除了以品牌文化及品牌故事所培養出的品牌感性力為基底之外，企業更要輔以同具感性力的品牌推廣策略，在兩者相輔相成地作用下，才得以更成功地推廣品牌所欲傳達給消費者之感性思維，深入消費者的心中，創造品牌影響力及好感度。 本研究欲以個案研究之模式為主，用文化、故事及策略的脈絡及思維來深入探析企業用感性力打造品牌之過程及策略發展。利用兩個在台灣頗具知名度的感性品牌—阿原肥皂及肯夢AVEDA的品牌歷程，從中分析及歸納這兩個具有獨特文化特色，且在短期內得到消費者認同及信任之感性品牌，是如何經由感性力量的發揮，從無到有打造品牌，以及發展品牌推廣策略，並對兩者之企業個案進行對比與分析，找出其在發揮感性力上之關鍵成功因素，以提供給後續欲發展品牌之本土自創品牌業者參考。 / With the coming of emotion consumption era, the appearance of emotion brands has been the newest trend of 21st century. Consumers’ motivation of purchasing is not only for solving problems but also for satisfying the needs in the deepest mind f consumers. Emotion brands have influenced the world so much and it has attracted many organizations. In order to create a successful brand, we have to use brand culture and brand stories as the foundations of the brand. Furthermore, we have to develop some brand strategies with emotion power so that we can use the brand power to transfer the emotional concept of the brand and win the consumers’ heart and trust. This study used case study as the primary research method, and used culture, stories, and experience marketing as the concept to analyze the branding strategies of the two Taiwanese emotion brands—Yuan Soap and Canmeng AVEDA. This thesis tries to analyze and induce how the two special brands did to cultivate the distinguishability and trustworthiness. This study also tries to find out the key successful factors of the two brands and the “know-how” of building an emotion brand.