台灣廣告國際化與蛻變的視覺手法

Visual techniques of internationalization and transformation of Taiwanese advertising

洪忠聖(Horng, Jong-sheng)

廣告 ； 視覺 ； 國際化 ； Advertising ； Visual ； Internationalization

台北海洋科技大學學報

15卷1期（2024 / 03 / 01）

1 - 19

繁體中文;英文

從日治時期至2000年之間，台灣廣告歷程隨著社會變遷和影像技術的進步發展，經歷了許多變化。從台灣廣告進入國際市場，到跨國廣告集團以合資等方式進入本地，隨即與台灣廣告公司的競合關係。從成長進入競爭多元，到媒體獨立於廣告公司外，媒體從以往公司內的部門到和廣告公司彼此成為競爭對手，廣告「銷售」的本質不變。然而，數位時代的來臨則讓傳統廣告市場面臨被瓜分的命運。現代數位化廣告的潮流對傳統廣告經營到底是威脅還是機會？在學理上來看視覺和認知，再從廣告如何以創意表現洞察消費者行為之探討，藉以作為台灣廣告歷程變化的重要參考線索。此外，廣告業者也需要關注消費者的行為和觀念的變化，以及社會的快速變化，藉由理解這些轉變，制定相應的策略和方法，以應對這些變化。本研究從廣告的發展與視覺的演進出發，進一步探究外商廣告進入台灣後的變化歷程。

From the Japanese colonial period to the year 2000, the advertising journey in Taiwan underwent numerous changes alongside societal shifts and advancements in visual technology. This evolution spans from Taiwanese advertising entering the international market to the entry of multinational advertising conglomerates through joint ventures, creating competitive relationships with local Taiwanese advertising companies. The growth from competition to diversification, and the independence of media from advertising agencies, transformed media from an internal department of companies to competitors with advertising agencies. The fundamental nature of advertising sales remains unchanged. However, the advent of the digital era is posing a threat to the traditional advertising market, raising the question of whether modern digital advertising trends pose a threat or an opportunity to traditional advertising operations. Exploring visual and cognitive perspectives from an academic standpoint and examining how advertising creatively expresses insight into consumer behavior can be crucial in understanding the changes in Taiwan's advertising journey. Furthermore, industry professionals need to pay attention to shifts in consumer behavior and perception, as well as rapid societal changes, and develop corresponding strategies and methods to adapt to these transformations. This study originates from the development of advertising and the evolution of visual representation.