- 學位論文
品牌故事的敘事結構與修辭辭格運用-以文創禮品品牌為例
Narrative Structure and Rhetorical Figures of Brand Story–Taking Cultural and Creative Gift Brands as an Example
摘要
近年來網路消費盛行，各式電商林立，商品種類數以千計，在瀏覽網路資訊時，也常能看到置入的廣告訊息，當消費者看到需要的商品但卻不熟悉品牌時，為了確保消費的安全性與滿意度，常常會先查看品牌在官網的相關訊息，而「品牌故事」又會是首先被點選閱讀的頁面，其次則是瀏覽品牌網頁上的商品項目、瞭解消費模式….等等，這時「品牌故事」就成為建立品牌印象的第一道關卡，也是消費者認識品牌的重要資訊之一，一個動人的「品牌故事」就能夠拉近消費者與品牌間的距離，甚至促成消費者的購買意願。本研究的研究樣本由「禮尚網GiftU」禮物網站平台，精選項目之文創類品牌中，選取10個文創品牌，以各品牌官網上的「品牌故事」內容作為研究樣本，依起—承—轉—合設定文本的敘事結構，以敘事結構及修辭辭格角度進行質性文本分析。針對敘事主題檢核項目與修辭辭格檢核項目落定，藉由專家問卷調查結果得到客觀支持。最後建立包含敘事主題檢核表、修辭辭格檢核表、樣本分析表、敘事結構曲線圖之分析模型，採用文本分析法分析研究樣本獲得結論。本研究結論共分為三個部份，一、品牌故事的敘事主題彙整，共有7個敘事主題：品牌誕生、品牌發展軌跡、品牌內部優勢、品牌外部優勢、光榮事蹟、品牌理念與願景、企業困境。二、文創禮品品牌故事運用敘事結構及修辭辭格的趨勢，敘事主題使用上以「品牌理念與願景」為最多、修辭辭格的的使用則以「鑲嵌」為最多，敘事結構仍遵守以「合」為結束，但首段為「合」則是新趨勢。三、文創禮品品牌故事之研究發現，分別為研究樣本品牌對於「品牌故事」在品牌中的定位模糊，以及具情感連結的敘事結構為「合-轉-承-承-合」。本研究結果期許可以提供品牌經營者瞭解在品牌經營中，品牌故事對於品牌形象的塑造運用及文案書寫人員能夠掌握品牌故事之敘事結構及修辭辭格運用的現況，而所得到的品牌故事情感連結敘事結構組合及敘事主題結構模型，也能提供做為品牌故事撰寫時的實用參照。
並列摘要
In recent years, online consumption has become popular. There are various e-commerce companies with thousands of product categories. When browsing online information, you can often see embedded advertising messages. When consumers see the products they need but are not familiar with, When shopping for a brand, in order to ensure the safety and satisfaction of consumption, we often check the brand’s relevant information on the official website first, and the “brand story” is the page that is clicked first to read, followed by the product items on the brand’s webpage. , understand consumption patterns... etc. At this time, "brand story" becomes the first level to establish a brand impression, and it is also one of the important information for consumers to understand the brand. A touching "brand story" can draw consumers closer The distance from the brand even contributes to consumers’ purchase intention.The research sample for this study was selected from the cultural and creative brands in the selected projects of the "GiftU" gift website platform, and 10 cultural and creative brands were selected, and the "Brand Story" content on each brand's official website was used as the research sample. Beginning-continuing-turning -concluding sets the narrative structure of the text, and conducts qualitative text analysis from the perspective of narrative structure and rhetorical figures. The review items for narrative themes and rhetorical figures were finalized and objectively supported through the results of expert questionnaires. Finally, an analysis model including a narrative theme checklist, rhetorical figure checklist, sample analysis table, and narrative structure curve chart was established, and text analysis was used to analyze the research samples to obtain conclusions. The conclusions of this study are divided into three parts. 1. The narrative themes of the brand story are summarized. There are 7 narrative themes: brand birth, brand development trajectory, brand internal advantages, brand external advantages, glorious deeds, brand philosophy and vision, Business Dilemma. . 2. The trend of using narrative structure and rhetorical figures in cultural and creative gift brand stories. The most commonly used narrative themes are "brand concept and vision", and the most commonly used rhetorical figures are "mosaic". The narrative structure still adheres to the following " concluding " means the end, but " concluding " in the first paragraph is a new trend.3. The findings of the research on cultural and creative gift brand stories are that the sample brand has a vague positioning of "brand story" in the brand, and the narrative structure with emotional connection is "concluding-turning-continuing-continuing-concluding". The results of this study can provide brand operators with an understanding of the use of brand stories in shaping brand image in brand management and copywriters can grasp the current situation of the narrative structure and rhetorical use of brand stories, and the resulting brand story emotions Linking the narrative structure combination and the narrative theme structure model can also provide a practical reference when writing brand stories.