| 题名 |
體驗行銷初探：以仿擬名畫的廣告活動與符號運用為例 |
| 并列篇名 |
A Primary Study of Experiential Marketing: Using the Advertising Campaign and Symbol Application of Mimicking Famous Paintings as An Example |
| 作者 |
林瑩(Ying, Lin)；邱順應(Shun-Ying, Chiou) |
| 关键词 |
體驗行銷 ； 仿擬名畫 ； 廣告活動 ； 符號研究 ； 策略體驗模組 ； Experiential Marketing ； Mimicking of Famous Paintings ； Advertising Campaign ； Symbol Research ； Strategic Experiential Modules |
| 期刊名称 |
商業設計學報 |
| 卷期/出版年月 |
25期（2022 / 01 / 01） |
| 页次 |
194 - 212 |
| 内容语文 |
繁體中文 |
| 中文摘要 |
隨著經濟的發展穩定，人們的消費行為從物質滿足轉向精神滿足，消費者開始在乎消費經驗是否能帶來樂趣、留下感動並值得回憶，體驗行銷就在這個新時代下誕生，不僅受到消費者的青睞，成為企業及品牌愛用的行銷手法，在學術界也是備受討論的話題。本研究以澳洲鞋油品牌KIWI的廣告Portraits Completed、瑞典家具百貨Ikea的名畫收納廣告及法國眼鏡零售品牌KelOptic的廣告Impressionism作為範例，三者皆為仿擬名畫的廣告活動，以體驗行銷的角度看品牌如何運用創意顛覆大眾對名畫的印象。本研究先以文獻探討初步了解體驗行銷及仿擬名畫的廣告活動之定義與類型，再依據研究目的之架構，透過文本分析法剖析廣告活動中的平面廣告在仿擬設計上的符號運用及創意排組，以及整個廣告活動的媒體運用，最後將Bernd Schmitt（1999）提出的策略體驗模組套用進研究樣本中，進行體驗類型的分析探究。研究結果發現，KIWI在設計上做足功課，仿擬的符號幾乎皆與名畫的背景有關，而Ikea及KelOptic的仿擬方式不僅都將商品置入名畫中，且其設計的創意表現及吸睛文案皆能提供體驗的感受，再加上傳播媒體的助攻，讓廣告活動更加豐富。傳播媒體不僅能提升原本的體驗感受，新媒體還能讓消費者主動參與其中，最終使消費者對廣告留下深刻印象，並達到「體驗」的效果。 |
| 英文摘要 |
With the stable development of economy, people's consumption behavior has changed from material satisfaction to spiritual satisfaction. Consumers begin to care whether consumption experience can bring fun, move and be worthy of memory. Experiential marketing was born in this new era. It is not only favored by consumers, but also a popular marketing method for enterprises and brands, which is also a topic of heat discussion in the academic community. This study takes three advertisements as examples, namely the advertisement of Australian shoe polish brand KIWI----Portraits Completed, the famous painting storage advertisement of Swedish furniture department store IKEA and the advertisement of French glasses retail brand KelOptic-----Impressionism. All these three advertisements are advertising activities imitating famous paintings. From the perspective of experiential marketing, we can see how the brand uses creativity to subvert the public's impression of famous paintings. This study first used literature to preliminarily understand the definition and types of advertising activities of experiential marketing and imitation of famous paintings, and then analyzed the symbol application and creative arrangement of print advertising in imitation design, as well as the media application of the whole advertising activity through text analysis according to the framework of the research purpose, Finally, the strategic experiential modules proposed by Bernd Schmitt (1999) were applied to the research samples to analyze and explore the experience types. The results showed that KIWI had done enough work in the design, and the imitation symbols were almost related to the background of famous paintings. The imitation methods of IKEA and KelOptic not only put commodities into famous paintings, but also the creative performance and eye-catching copy of their design could provide experience. By superadding the assistance of communication media, the advertising activities were richer. Communication media can not only enhance the original experience, but also enable consumers to actively participate in it, and finally make consumers deeply impressed by advertising and achieve the effects of ＂experience＂. |
| 主题分类 |
人文學 >
藝術 社會科學 > 傳播學 |
| 参考文献 |
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