碩士 / 世新大學 / 口語傳播學研究所 / 103 / Nowadays, Heineken is the best-selling imported beer in Taiwan market. It launched TV ads always make audiences smile, left deep memory points. This study aims to explore the reason: Why Heineken television ads has been able to attract the public consumer, namely Heineken ads strategy of telling story. This study attempts to use narrative criticism, and choose 26 texts of 2002-2010 Heineken TV series ads.
This study’s research questions is: 1.What’s the viewpoint of Heineken TV series ads? 2. Can Heineken TV series ads conform the verification of narrative probability? 3. Narrative fidelity showed what values of the target consumer?
This study’s narrative advocate appeal: Heineken beer for "perseverance," Heineken bring "surprises" and drinking Heineken's "opportunity." The argument and structural coherence, material coherence and character coherence are all conform narrative probability. Narrative fidelity appeals young people "make their own decisions," values, "reveals self-confidence and charm" values and "have fun" values. Besides, Heineken’s texts are belong cognitive humor ads, this shows that compared to the rational demands of beer ads, emotional appeal of the brand image ads even deeper into consumers mind.
| Identifer | oai:union.ndltd.org:TW/103SHU05760020 |
| Date | January 2015 |
| Creators | Huai-en Lee, 李懷恩 |
| Contributors | Wei-chun Wen, 溫偉群 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 126 |
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