台灣電視廣告中外國符碼、廣告訴求與文化價值的相關性探討

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Title:	台灣電視廣告中外國符碼、廣告訴求與文化價值的相關性探討
Other Titles:	A Correlational Study of Foreign Codes, Advertising Appeals, and Cultural Values in Taiwan's TV Commercials
Authors:	黃國峻 Huang, Kuo-chun
Contributors:	傳播管理學研究所劉平君 Ping-chun Liu
Keywords:	廣告訴求;外國符碼;電視廣告;文化價值 advertising appeals;cultural values;foreign codes;TV commercials
Date:	2007
Issue Date:	2015-08-06 17:12:56 (UTC+8)
Abstract:	近年全球化浪潮的影響之下，台灣電視廣告中外國符碼層出不窮，例如7-11御飯糰日式風味廣告、朗朗上口的「Just do it」NIKE廣告等，這些現象引起了本研究動機；另一方面，廣告訴求既是廣告人製作廣告時的主題，也是廣告的核心策略，自然與外國符碼的運用可能具有某種關係，同時廣告是文化價值的傳遞者，也是反應社會價值變遷的加工品，藉由分析廣告文化價值，可以探求其背後文化價值的變化。因此本研究旨在探討台灣電視廣告外國符碼的使用情形，及了解這些廣告訊息的傳達呈現何種面貌？再探討這些電視廣告所內含的文化價值。　　　本研究採用內容分析法，以2001年到2006年共計360則台灣電視廣告為分析對象，針對外國符碼、廣告訴求與文化價值作相關性探討，且將產品類型視為干擾變項，並採用Hofstede模式的文化價值取向──權力距離、不確定性規避、個人主義、群體主義、剛性作風、柔性作風──作為分析廣告文化價值觀的依據。（Hofstede，1980；1983；1984；1991）　　結果發現：　1.有六成的電視廣告有使用外國符碼，使用情形相當普遍；其中以外國語言最常使用，其次為外國人物。此外，耐久產品類型廣告使用外國符碼比例最高。　2.外國符碼使用程度愈高，廣告感性訴求程度越高，理性訴求程度越低，但後者會受到產品類型干擾。表示外國符碼廣告較以感性訴求的方式來影響閱聽人。　3.外國符碼使用程度越高，廣告含有個人主義、柔性作風程度越高，而權力距離、剛性作風可能也隨之越高，但後兩者會受到產品類型干擾。因此並非所有的文化價值特性都受到外國符碼的影響，廣告外國符碼化所伴隨的文化價值是多元融合共存的，僅程度上有差異。外國符碼化越高，廣告較會展現自我概念、不受拘束自由自在與個人品味風格等，以及重視氣氛的營造、強調美麗與青春、呈現悠閒生活的美好與舒適等特徵。　4.台灣廣告文化價值皆傾向於英、美等資本主義社會國家之文化價值，因此推論近年台灣在全球化的過程當中，已受到資本主義社會自由民主風氣所影響，而外國符碼廣告在這當中扮演一個重要角色，並可能以比較間接、無形、情感導向的、長期潛移默化的方式漸漸地影響了部分的在地文化價值；而傳統儒家思想中華文化價值觀的特性，是否受到全球化及資本主義文化價值觀所影響，是値得深思的地方。　　Under the influence of the trend of globalization in recent decades, the foreign codes in Taiwan’s TV commercials have emerged in an endless stream. For example, the triangular rice ball advertising in 7-11 used Japanese style and the ＂Just do it＂ in Nike advertising fit people’s taste etc. The phenomenon triggers the motive of this study; on the other hand, Advertising Appeals is the subject and the core matter of the tactic in advertising producers who produce the advertising. For sure, it does not depart from foreign codes; simultaneously advertising is a kind of deliverer of cultural values, and it shows the changeful cultural values. Through the analysis of cultural values in the advertising, people can seek the variation of cultural values. Therefore, the main treat of this study is the usable circumstances of foreign codes in Taiwan’s Advertising, and understanding the ideas & the messages from those ads. Then the study explored these cultural vales which include in television advertising.　　　The study uses content analysis which analyzes 360 Taiwan’s TV commercials since 2001 to 2006, and it focuses on the relationships between foreign codes, advertising appeals, and cultural values; it takes product category into extraneous variable. It adopts Hofstede’s model -- Power distance, Uncertainty Avoidance, Individualism, Collectivism, Masculinity, Femininity, -- to be the basis of analysis the cultural values in the advertising.（Hofstede，1980；1983；1984；1991）　　The results are the following:　1. It is very popular to use foreign codes in the TV commercials. 60% of the TV commercials are using them. In particular, foreign languages and foreigners appear most two often on the ads in respectively. Furthermore, durable product types advertising have the highest ratio.　2. The greater the usage of the foreign codes, the higher the level of emotional appeals would be transmitted through the ads. In other words, the lower the level of rational appeals would be transmitted. However, regarding to what the degree of rational appeals will be transmitted, it depends on the type of the product as well, not necessarily on the usage of foreign codes.　3. The greater the usage of the foreign codes, the higher the level of Individualism and Femininity are involving. Also, the level of Power distance and Masculinity might increase as well. However, regarding to what the degree of Power distance and Masculinity will be transmitted, it depends on the type of the product as well, not necessarily on the usage of foreign codes. Accordingly, not all of the characteristic cultural value influence by foreign codes; advertising which include foreign codes coexists with following diverse characteristic of cultural values, it only has difference in degree. The advertising has more foreign codes than others also will show more self-concepts or more individual style, and it doesn’t have restrain which means it will be free and unrestrained. Also foreign codes attach importance to make an ambiance, emphasize beauty and youth, and appear leisurely or comfortable life style.　4. The cultural values in Taiwanese advertising have a tendency towards some capitalist society country’s cultural values, for example England and the United State. Consequently, the study’s inference is that Taiwan where has been globalization in recent years effects by freedom and democracy in capitalist society. In this process, foreign codes become a very important role, and it maybe possibility effect part of local cultural extended change and influence unobtrusively and imperceptibly by indirectness, invisibility or emotions. The trend claims our attention is if the characteristic in traditional Chinese Confucian’s values have been changing by globalizations or capitalist society cultural vales.
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