運用符號學探討電視廣告對刺激消費之影響－以汽車廣告為例

The Effects on Stimulate Consumptionsemiotic of TV Advertisement for Semiotics - A Case Study for Car Advertisement

李宥萱(Yu-Hsuan Li)；王藍亭(Lan-Ting Wang)

符號學 ； 電視廣告 ； 汽車廣告 ； Semiotics ； TV Advertisement ； Car Advertisement

數位媒體設計國際研討會論文集

第十二屆（2019 / 06 / 14）

179 - 189

繁體中文;英文

本研究以電視廣告中的汽車廣告為例，探討符號學激起消費者的消費慾望以及兩者之間的關聯性。本研究之目是分析汽車廣告運用符號學形塑商品的象徵，及探討符號化之後的商品帶給消費者何種感受，以內容分析探討2014－2018年五年內的汽車廣告，針對電視廣告中的汽車廣告，研究樣本為Toyota、Mitsubishi、Honda、Infiniti、Mercedes-Benz，每款各五部廣告影片共二十五部。研究結果顯示各家廠牌的預設消費族群不同和推出的車款不同，對於廣告拍攝和符號運用依據也就大不相同，符號的運用得宜是關鍵，清楚而簡單的符號可以引導消費者快速進入故事並抓住重點。

This study takes car advertising in TV commercials as an example. We will explore the desire of semiotics to inspire consumers. The purpose of this study is to analyze the symbol of the use of semiotic products in car advertising. We will analyze the semiotics to bring to the feeling of consumption. This study explores car advertising for five years from 2014 to 2018. The research samples include Toyota, Mitsubishi, Honda, Infiniti, Mercedes-Benz. There are 25 advertisements for each of the five advertisements. The results of the study show that the different consumer groups of different brands are different from the models introduced. Semiotics is the key to advertising. Simple symbols can guide consumers to focus on the key points.