本研究以年代與社會經濟背景為自變項，探討全聯福利中心電視廣告的轉變；分析年代為2006年至2016年，研究方法為內容分析；此外亦針對廣告策略，進行深度訪談，並選取2015至2016年經濟美學系列廣告，進行消費者焦點團體座談，意圖從量化和質化兩個不同方向，審視全聯廣告的轉變。
從研究結果發現：
一、廣告策略受企業發展制約，全聯廣告因企業發展的需求，由資訊式改變為轉換式：
在企業起步階段，適合使用資訊式廣告，打響知名度；而當企業成長至一定程度，則適合使用轉換式廣告，維持消費者的好感度和忠誠度。
二、不修飾的素人論述，不適用於廣告：
「經濟美學」系列廣告借鏡「我的夢想」系列廣告的失敗經驗，內容表達上，改而透過廣告代理商的潤飾，而非直接使用素人言論，以避免流於空泛，缺乏消費者共鳴。
三、廣告反應目標受眾的文化價值觀：
廣告以年輕族群為訴求對象時，必須將其所處社會情境（如景氣差、低薪）反應於廣告中，以呈現傳播者的價值觀和態度。
四、經濟美學廣告策略，確實扣連消費者實際感受：
廣告從洞察目標受眾的文化價值觀，發展出「經濟美學」廣告策略，引發閱聽人共鳴，成功傳遞「讓省錢成為一種具有美感的生活態度」訊息。 / This study explores the changes in the TV advertisements of the PX mart during a period of ten years (2006-2016) from a socio-economic perspective. It uses both quantitative and qualitative research methods: content analysis to analyze data and in-depth interview with focus group to gather the advertisement strategies used in the TV advertisements produced during 2015-2016 and thus, further understand consumer reactions.
The results of the study reveal the following four points:
1. Response to business growth: The first stage of business focuses on the use of Informational Advertising to establish presence in the market; later, the ads changed to Transformational Advertising to maintain consumer’s loyalty to the products.
2. Shift from first-person advertisement to Aesthetics in Economics: The first-person advertisement characterizes “My Dreams” series of ads; it is vague and lacks consumer resonance, and this leads to shift to Aesthetics in Economics.
3. Reflection of the target audience's cultural values: Targeted to the young people, the advertisements are presented in a specific social context (that is, a social class with low salary) which demonstrates the advertiser’s values and attitudes.
4. Strategy of Aesthetic Economics – with holding the consumers’ reactions: From understanding the consumers’ values, Aesthetic Economics developed a resonating message: “Saving money is an attitude towards a beautiful life.”
| Identifer | oai:union.ndltd.org:CHENGCHI/G0104464028 |
| Creators | 張芳榕, Chang, Fang Rung |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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