McQuail在討論大眾傳播與社會變遷的關係時，認為社會與文化若互相影響則形成互賴關係。從1973年以降，中華三菱的廣告主要受社會變遷的影響而少反向影響社會，摘要如下：
一、從單一媒體到全傳播媒體
早期報禁使報紙獨大與寡占，閱聽眾訊息來源有限多只使用報紙；1993年中華進入轎車市場後始大量使用電視搭配報紙露出；2000年因媒體環境複雜，專業媒體代理商針對媒體與目標客層特性進行波段媒體操作，使廣告訊息更有效傳遞。
二、從解說產品到說故事的汽車品牌
自由化時期前，中華三菱因僅有商用車，平面廣告皆採用產品特色的理性溝通，如同Otto Kleppner的廣告螺旋理論，當商品在拓荒期時要訴求功能，在競爭期面臨眾多品牌時要強調商品的獨特性，在鞏固期中華三菱廣告則採故事性較多的感性訴求建立品牌形象。
三、炫耀性消費的文化浮現與普及
從1996年Cefiro出現後，汽車廣告中呈現豐富豪華的配備，消費者進入Baudrillard的「炫耀性消費」社會。中華三菱從早期以商車頭家體驗證言到1997年休旅車推出後，各車廣告皆針對目標客層在廣告中呈現身分的識別與彰顯。
四、廣告訴求從高涉理性到高涉感性
「FCB 廣告模式」中發現中華三菱的廣告從高涉理性商品移轉到高涉感性商品，會發生這樣的現象跟經濟與消費文化有高度正相關，而汽車有關商品理性層面，消費者已有更多能力與訊息可做判斷，至於如何打動則要靠更多的感性訴求。
1970到2010年代的社會，從一個大家彼此認識的恬靜社區逐漸到誰也不認識誰的異化社會(alienated Gesellschaft)，不同階級使用不同的物品彰顯所在的社會結構中位置，中華三菱的廣告則不斷提供並呈現社會中產階級想要模傲的價值觀。 / When McQuail discussed the relationship between mass communications and social changes, he believed that society and culture form into a relationship of interdependence if they influence each other. This research analyzed CMC Motor's advertisements and found them influenced by Taiwanese social changes much more than the degree they have influenced society.
A. From a single medium to IMC media
Newspapers had been the major information source for the audience in Taiwan. When CMC Motor joined the market in 1993, automobile industry began to apply plenty of TV commercials along with advertisements in the papers. Since 2000, agencies have run advertising on targeted audience making messages effectively delivered.
B. A brand from product facts-explanation to story-telling
In early days, CMC Motor took rational manners in print advertisements, as Otto Kleppner puts that a product should appeal with its functionality at the pioneering stage; story-enriched emotional appeals have been applied when the company reached the stage of consolidation.
C. Emergence and popularization of conspicuous consumption
Cefiro hit the market in 1996, advertised as a luxuriously equipped sedan--that was the time when consumers moved into “conspicuous consumption” society. All CMC Motor advertisements have appealed to status identification and recognition of targeted consumers.
D. Highly involvement of advertising appeals: from rational to emotional
CMC Motor's advertisements transferred into highly involvement/affective from highly involvement/rational,which is quite related to economy and consumption culture. Consumers are able and informed to make decisions nowadays, while emotional appeals are more needed for touching their hearts.
From 1970 to 2010, Taiwanese society transformed from a place where people knew each other into an alienated Gesellschaft. Society members from different status use different things to recognize each own position, meanwhile CMC Motor's advertisements keep presenting values the middle-class desire to intimate and to be proud of.
automobile advertisement, consumption society, advertising appeal, social change, conspicuous consumption
| Identifer | oai:union.ndltd.org:CHENGCHI/G0096452017 |
| Creators | 吳風行 |
| 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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