1997-2003台灣報紙廣告商品之分類與數量分析

Numerical Analysis of Advertising Volume on Taiwan's Newspaper during 1997–2003

10.30105/JDS.200612.0004

林品章(Pin Chang Lin)；劉蘊儀(Yun-Yi Liu)

台灣 ； 報紙廣告 ； 廣告量 ； Taiwanese ； newspaper advertising ； advertising volume

設計學研究

9卷2期（2006 / 12 / 01）

57 - 77

繁體中文

台灣於1996年首次民選總統及2000年首度政黨輪替，同時歷經921地震、SARS恐慌及風水旱災等不安定事件，另外，週休二日實施、電信民營化、數位網路發燒、台灣加入WTO與全球化風潮等，皆為台灣社會產生許多影響。面對如此劇烈衝擊，報紙廣告數量有何轉變乃成為本研究動機，於是本研究選擇自由時報為對象，以1997-2003年為範圍，從中取得5439則廣告樣本，依照本研究所擬定之報紙商業廣告行業別分類方法進行統計，研究結果整理如下： 1.1997-2003年建築與交通類廣告數量始終居於第一、二位，通訊事務、金融服務與醫療保健類則分別排名各年度第三位。 2.通訊事務、金融服務、個人用品、觀光旅遊類、通路服務、醫療保健與文教文康類之「廣告數量」變化最大。飲料菸酒、電腦資訊、電器類次之。「廣告數量」不受影響者為建築、交通、食品、家庭用品、網站類。 3.「廣告量」變化與政治的轉變沒有直接的影響。

In recent years, there have been many influential events in Taiwanese society, such as the first-ever popularly presidential election in 1996, the first-time political party substitution in 2000, the 921 earthquake, SARS, various calamities caused by typhoons, drought, floods; moreover, the events of bringing five working days per week into force, the privatization of Taiwan's telecommunication industry, the prevalence of digital media network, Taiwan's WTO accession and a wave of globalization, etc. Those happenings have had a great impact on our society. Therefore, the motive of the study is to find out the change of ”advertising volume” in Taiwan's newspaper under such an impact. The study takes the Liberty Times as the subject and compiles statistics on 5439 advertising sampling from 1997 to 2003. The findings and results of the study are concluded as follows: (1) The first and second ranks of advertising volumes during the years from 1997 to 2003 were construction and vehicles; communication, financing services and medical treatment and health care respectively ranked the third during the years. (2) The ”advertising volume” in the categories of communication, financing services, personal goods, sightseeing and tourism, distribution channel, medical treatment and health care, culture and education have most significant change; in addition, the categories of beverage, tobacco and liquors, electric appliance, PC peripherals were also impacted by the social change. Moreover, the categories of construction, vehicles, foods, household appliance and products on websites were remained unchanged. (3) The ”advertising volume” were not influenced by the political change.

1. 中華民國廣告年鑑編纂委員會(1995)。廣告年鑑。台北:臺北市廣告代理商業公會。
2. 王永志主編(1993)。世界年鑑2004。台北:中央通訊社。
3. 朱維瑜主編(2003)。世界年鑑2005。台北:中央通訊社。
4. 行政院主計處編(2005)。中華民國統計月刊。台北:行政院主計處。
5. 行政院主計處編(2003)。中華民國統計年鑑。台北:行政院主計處。
6. 李倩玲(1999)。廣告年鑑。台北:臺北市廣告代理商業公會。
7. 張多茂(2001)。台科大工商設計研究所。
8. 張我風(1993)。廣告年鑑。台北:臺北市廣告代理商業公會。
9. 郭良文(2001)。台灣的廣告發展。台北:學富文化。
10. 陳文怡(1998)。探索消費者97年的足跡。廣告雜誌，78
11. 陳瑩真(2004)。東森購物年營業額逼近200億。廣告雜誌，153
12. 詹升興(2001)。報禁解除前後五年報紙廣告之發展。台北:台科大工商設計研究所。
13. 廣告雜誌編輯部(2001)。廣告雜誌。台北:滾石文化。
14. 蘇蘅(2002)。競爭時代的報紙：理論與實務。台北:時英出版。