全球化下企業廣告中的文化價值訴求　以台灣地區廣告代理集團為例

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Title:	全球化下企業廣告中的文化價值訴求　以台灣地區廣告代理集團為例 The Appeal Strategies of Cultural Value in Corporate Advertising under Globalization: Examples of Advertising Agency Group in Taiwan
Authors:	陳燕玲(Yen-Ling Chen)
Contributors:	廣告系
Keywords:	企業廣告廣告代理業文化價值 Corporate Advertising advertising agencies cultural value
Date:	2011-03-01
Issue Date:	2014-03-06 14:28:30 (UTC+8)
Abstract:	全球化的潮流下，企業跨國經營的版圖越來越廣，也相對使得涉入的文化區塊更形多元而複雜。廣告產業的發展，隨著商業活動的全球化，積極展現出跨國營運的專業執行力與創造力，其服務產值也分佔各國工商服務的相當大比重。企業廣告是跨國廣告集團在地區回應策略中所發展的溝通模式，廣告代理商個別擁有不同的國籍身分與連結多國市場的能力，藉此轉化作為一種價值定位並呈現在企業廣告，以表彰差異化的競爭優勢。本研究採用內容分析法，以台灣較具規模代表性的6個廣告集團旗下廣告代理商企業廣告為文本，檢視顧客導向的品牌定位與組織導向的企業背景訊息中，如何在服務的地區市場呈現文化價值訴求。研究以廣告代理商企業形象廣告所呈現之內容意義為標地，延伸Hofstede文化價值構面為檢視價值溝通策略的基礎，比較主要廣告集團廣告訊息內容中，所呈現不同程度的文化構面與價值類型。對照各廣告集團的營運架構與背景，作為檢視廣告集團自我定位的價值表現。研究結果發現，廣告代理集團的文化價值訴求呈現多元並陳的現象，而廣告文化價值的呈現與實際國家文化價值特性並不完全相同。歐美廣告集團在權威性、個人主義、理性、明確與創意思考性等文化構面特性均有較為明顯的表現，相形之下，本土廣告集團較偏重理性、明確的訴求方式，對於地區文化價值的經營較未有積極創新的突出做法，日本電通集團甚至出現配合市場競爭特性而刻意壓抑部分文化價值呈現的作為。換句話說，廣告代理商基於提供專業服務的立場，某種層次已跳脫來源國籍文化的特定表現，而必須在考量市場現實下調整重塑其文化價值定位。 The enterprises expanded operation domains to involve broader and variety cultural territories relatively under globalization. Fallowing current trend, advertising industries display the capability of specialty and creativity then contribute professional performance to costumers. The global agencies groups from different original country possess the network capability of integrated multinational resources. They developed value position in entry market for accentuated their competitive advantages. As a communication pattern, the corporate advertising are announced the business ambitions and local response strategies of advertising agencies.The research used content analysis method to review the corporate advertising texts of top six advertising agencies groups in Taiwan. By the method, the research discussed how agencies groups manipulate cultural value into advertising appeal strategies, which considered brand position for customer oriented and corporate background. Based on Hofstede's dimensions of cultural value, the research compared the cultural value meanings and patterns of corporate advertising content form various group.The research finds that advertising agencies groups displayed multiple cultural value dimensions on their corporate advertising. The cultural value characteristics in advertising are different form actual original national culture. There are cultural properties of authority, individualism, rationality, explicit and creativity in corporate advertising of European and American group. When compared, Taiwan's local advertising group preferred rationality and explicit appeal. Japanese advertising group constrained to present original cultural value for meet the market demand. In other words, the advertising agencies considered market reality to provide the professional service under skipping original cultural context.
Relation:	中國廣告學刊 16期 p.42-64
Appears in Collections:	[Department of Advertising ] academic journal

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