航空公司廣告影片之內容分析

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Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/30210

Title:	航空公司廣告影片之內容分析 Content analysis of international airlines' advertising videos
Authors:	沈玉鴛 Shen, Yu-Yuan
Contributors:	觀光事業學系觀光休閒事業管理碩士在職專班
Keywords:	跨文化比較影音分享網站廣告訴求觀光行銷航空公司影片 cross-cultural comparison video sharing wibsites advertising appeal tourism marketing airline film
Date:	2015-06
Issue Date:	2015-08-13 15:38:14 (UTC+8)
Abstract:	影片為觀光行銷的重要工具，各國航空公司多花費心力製作廣告宣傳影片，希望在消費者心中建立良好的意象。過去研究提出「文化影響廣告，廣告反映文化」之觀點，據此，本研究探討文化差異對於世界各國航空公司廣告宣傳影片的影響。本研究採內容分析法分析全球129家航空公司的258則影片，試圖找出不同文化下，航空公司宣傳影片之訊息內容與製作手法的異同。研究發現航空公司廣告宣傳影片的目的多在進行航空公司的優質形象塑造、所屬國家的形象塑造，以及所屬國家的觀光景點介紹，影片內容常強調航空公司的標幟，以及優質的空中與地勤服務，大多數影片以遊客及空服人員為主角，強調親切的空服員，舒適的坐椅與搭乘的安全性，並以理性及溫馨為主要訴求方式，影片時間多接近3分鐘，使用480pixel之影片解晰度，並採用較快節奏的背景音樂；研究另發現，全球10個不同文化區域，航空公司廣告宣傳影片的訊息內容、與製作手法確有許多差異存在。建議各航空公司可配合世界各國不同文化背景的遊客所喜好的特色，設計與拍攝不同訊息內容及不同語言版本的宣傳影片，以符合各國遊客的需求與興趣，正面的宣傳航空公司的優良服務與所屬國家的觀光資源與面貌。 Audiovisual materials play an important role in marketing. International airlines around the world endeavor to produce promotion videos, aimed at building good images in the eyes of customers. The notion that ‘culture determines advertising content and that advertising itself serves to reflect culture’ was introduced in earlier research. Based on this insight, 258 videos from 129 airlines were analyzed to reveal the similarities and differences in the content and forms of presentation of advertising among 10 different cultures. With respect to video content, ‘People and local residents’and‘Natural scenery’ were found to be the most important elements. The primary goals of sample videos are to establish a positive image of the airlines. In terms of presentation, most sample videos emphasize emotional appeal rather than rational appeal, present in warm and lively styles, and use fast-paced background music. International airline promotion videos were found to be like mirrors that reflect their country’s inherent cultural attributes. Notable differences were observed in terms of content and presentation of the videos among 10 cultural clusters. These findings suggest that international airlines should take cultural differences—consumer-specific content and presentation in particular-into account when designing videos, so as to effectively attract the attention of different customer segments.
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