頁籤選單縮合
題 名 | 企業形象電視廣告感性行銷親子關係之研究=The Study of Parent-child Relationship in Emotional TV Marketing Advertisement of Business Image |
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作 者 | 鄭永斌; 林金池; | 書刊名 | 東方學報 |
卷 期 | 35 2014.12[民103.12] |
頁 次 | 頁179-197 |
分類號 | 496.5 |
關鍵詞 | 幸福家庭; 電視廣告; 親子關係; 全國電子; Welfare family; Television advertising; Parent-offspring's relation; E-LIFE Mall Corporation; |
語 文 | 中文(Chinese) |
中文摘要 | 企業形象傳達了對顧客的承諾,也傳達了對消費者服務與品質的保證。全國電子運用電視廣告,將企業關懷轉化成為弱勢家庭有情溫暖的協助者。本研究旨在探討全國電子企業形象電視廣告中,所呈現出之社會階級意識有何社會文化意涵。研究透過文獻探討、比較分析、符號學等方法,深入剖析並比較全國電子與中華汔車企業形象電視廣告差異之處。研究結果發現,企業形象電視廣告,呈現出台灣社會菁英與勞工階層兩種樣貌。品牌藉由電視廣告塑造親情依靠的企業形象,經過長期的累積與強化,提升其在目標消費族群心目中的美好形象。一但引起共鳴迴響,就會變成企業本身在市場上的重要的競爭利器。本研究最後,並提出未來研究建議及方向。 |
英文摘要 | The business image not only transmitted the commitments to customer but also transmitted and served the assurance with quality to consumers. The E-LIFE Mall Corporation used to use the television advertising to show their loving-care for enterprises to transform the person who becomes warm assistance in love of weak tendency family. The aims of study were probing into the television advertising of E-LIFE Mall Corporation image and trying to explore the social cultural meaning in the consciousness of social class demonstrated. The methods used in this study were literature review, comparative analysis, and semiotics. Analyzing in deeply and exploring the differences of business imaginary television advertising between E-LIFE Mall Corporation and Chinese Motor Bus Company. The study showed the business imaginary television advertising displayed two kinds of appearance between social elite and laborer. The study also found the business depended on the television advertising to mold the corporate image of parents. By the time of accumulation and strengthening, the good image of company can be improved and embed in consumer hart. Once the echoes response from consumer in sympathetic, it might turned into the enterprises important competition edge toll on the market. The study finally also proposed some suggestions. |
本系統中英文摘要資訊取自各篇刊載內容。