本研究以Ritzer（2004）的Something（有料）與Nothing（無料）觀點，探討「台灣製造」與「中國製造」形象廣告於國際中的推廣策略與訴求之異同，並各具有何種全球性或本土性。因此，本研究分別從近年台灣（Made in Taiwan）與中國（Made in China）產品形象廣告的表現方式與訴求，檢視台灣與中國企業在國家形象廣告上是採取強打Local的在地特色？還是因應Grobal全球化潮流所表現適應於各地的Universal特質？散發的國家形象是有料還是無料？本文以有料-無料做為立論基礎，從全球本土化、全球增生化探討打造國家品牌Local的重要性。
本研究採Barthes的符號學研究，篩選出台灣與中國科技企業各8支形象／產品廣告進行Denotation－Connotation與Something－Nothing分析，研究結果顯示：台灣企業形象廣告偏重感性中國則偏重理性；而兩國的企業形象廣告情感表現皆大過於產品廣告，同時他們皆將廣告中的科技概念與生活連結。而在Something－Nothing的表現上，台灣企業的有料氣味大過於中國企業，但因兩國在Local的表現上皆不明顯，因此可發現「台灣製造」與「中國製造」的品牌策略皆走向全球增生性，符合Ritzer（2004）對全球趨勢所預測。
The aim of this research is based on the viewpoint of Something and Nothing which proposed by Ritzer（2004）. This study compares Made in Taiwan with Made in China, choosing their international image advertising to explore their similarities and differences between marketing strategy and advertising appeal. Furthermore, this study attempts to analyse that which intentions for Taiwan（Made in Taiwan）and China（Made in China）uasual use to expand the global market. This research chooses the corperate image advertising and product advertising of Taiwan and China’s technology enterprises, viewing their global strategy will take strong Local features? Or aim at the Grobal insight to adapt the trend of globalization to show the universal features? Their national image is Something or Nothing? The basis of theory in this study are Something-Nothing and Glocalizaion-Grobalization, which will conclude that the importance of Local for building up a national brand.
This study uses Barthes’ Semiology as research method to undertand the meaning of advertisement. There are 16 research samples are sifted from the image and product advertising of Taiwan and China. And then, 16 research samples are reviewed by the process of Denotation－Connotation and Something－Nothing. According to final results, the corporate image advertising in Taiwan are more emotional appeal than China; on the other hand, China are used to taking rational appeal in their corporate image advertising. Furthermore, both of Taiwan and China are found that their emotional appeal in corporate image advertising surpass the product advertising. Meanwhile, both of them all connect the concept of technology with our life. As for the performance of Something-Nothing, Taiwan’s enterprise proved that with more Something features than China.
Though Taiwan is more Something than China, both of them still lack for the local features in their brand culture. Therefore, the brand strategy between “Made in Taiwan” and “Made in China” all trend to grobalization rather than glocalization, which fits in with the predicted from Ritzer（2004）.
