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從「經濟」到「美學」:全聯廣告的轉變 / From economics to aesthetics: the transformation of PX Mart

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.”

Identiferoai:union.ndltd.org:CHENGCHI/G0104464028
Creators張芳榕, Chang, Fang Rung
Publisher國立政治大學
Source SetsNational Chengchi University Libraries
Language中文
Detected LanguageEnglish
Typetext
RightsCopyright © nccu library on behalf of the copyright holders

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