2008北京奧運報紙專刊之廣告內容分析

Analysis of Newspaper Advertising Columns for the 2008 Beijing Olympic Games

程汶葦(Chen Wen Wei)

指導教授 ： 施致平

國立臺灣師範大學/運動與休閒學院/體育學系/碩士(2010年)

摘要

奧林匹克運動會（奧運會），是目前國際上公認最為大型的綜合運動賽會，奧運會受世人的重視程度，也因運動賽會行銷及大眾傳播媒體的報導而日漸加深，成了世界運動迷關注的焦點。本研究以北京奧運會為研究範圍，並以國內四大報北京奧運報紙專刊為研究對象，研究目的包含廣告量、廣告產品類別、廣告訊息內容、廣告訴求。本研究採內容分析法並以卡方檢定四大報之廣告內容差異，且採用深度訪談法瞭解廣告主之廣告策略。研究結果發現如下：
一、北京奧運四大報紙專刊之廣告量以蘋果日報為最多廣告量。在廣告語文型態中，大部分的廣告與奧運結合，出現與奧運結合字眼高達65.95%。顯示，廣告主刊登廣告時，會加入情感性奧運語言。
二、北京奧運四大報紙專刊之廣告內容差異分析發現：四大報紙專刊之廣告量達顯著差異（p < .05），以蘋果日報廣告量最多；四大報紙專刊之廣告產品類別達顯著差異（p < .05），以蘋果日報之運動用品類為最多；四大報紙專刊之廣告訴求達顯著差異（p < .05），以蘋果日報以感性訴求為最多；而廣告訊息語文型態內容未達顯著差異（p > .05），顯示，北京奧運四大報紙專刊之廣告訊息語文型態皆以奧運結合字眼為核心，四報間沒有差異。
三、廣告策略方面，廣告主以奧運為主軸，特別支配奧運期間之廣告宣傳費用，在廣告訴求、廣告訊息、廣告表現皆會以北京奧運為主，環繞著北京奧運的核心，利用國人對中華隊的支持，激起群眾對廣告的印象，為產品結合奧運情感之廣告，創作對產品或品牌有正向情感與定位的廣告。

關鍵字

北京奧運 ； 廣告 ； 廣告策略 ； 報紙專刊

並列摘要

The Olympic Games is currently known as the biggest sport event in the world. With the widespread marketing and reports by the mass media the Olympic Games has received even more attention, and thus become the focus of many fans from around the world. This study was mainly to explore the Olympic special reports from the four major domestic newspapers. The items ranged from advertising quantity, types of products, contents of message, to its appeals. By using content analysis, as well as chi-square method, this paper was to examine the content difference between the four newspapers, and by using extensive interview, to understand the advertising strategy of the sponsors. The results were as follows:
1. The Apple Daily took the lead in advertising quantity. As for the wording, most advertisements showed up with the words “Olympic Games”, with the rates being as high as 65.95%. It clearly indicated, when the sponsors bought the advertisements, they preferred it this way.
2. After cross check by chi-square analysis, the analysis of content difference has shown. The advertising quantity reached clear difference (p < .05), with the Apple Daily having the greatest; the advertising types of products reached clear difference (p < .05), with the Apple Daily having the most types of sport equipment; the advertising appeals reach clear difference (p < .05), with the Apple Daily having the most sentimental appeals; and the wording did not reach clear difference (p > .05), which meant, all the four newspapers used the key words “Olympic Games” as the core, without any difference.
3. Concerning the advertising strategy, the sponsors used the words “Olympic Games” as the guideline, and accordingly budgeted their expense. The advertising appeals, advertising messages, and advertising performance all circled around the subject “Olympic Games in Beijing”. By combing the patriotism and enthusiasm, the advertisement could inspire peoples’ interest in the products advertised.

並列關鍵字

Beijing Olympic Games ； advertisement ； advertising strategy ； newspaper column

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