動態圖像應用於臺灣醬油產業之創作－以「丸莊醬油」為例

醬油為臺灣日常生活重要的調味品，創立於西元1909年的丸莊醬油為臺灣代表品牌之一，因採傳統的口碑行銷，較無多元的廣告行銷，鑒於此，本研究嘗試以丸莊醬油為創作內容藍本，結合現代新興媒體形式-動態圖像(Motion Graphics)製做出本創作－《臺灣醍醐味》。本創作《臺灣醍醐味》內容共分三部分，第一部分介紹臺灣醬油從何發展，第二部分概述丸莊醬油的起源，第三部分描述純釀造醬油製作的完整過程。創作目的為運用動態圖像來重新詮釋醬油之品牌形象，並連結臺灣醬油起源以及純釀造醬油完整的製作方法。

關鍵字

動態圖像；純釀造醬油；丸莊醬油；廣告行銷

並列摘要

Soy sauce is an important condiment in our daily life. Wuan Chuang Soy Sauce has been a leading soy sauce brand in Taiwan since 1909. For advertising, Wuan Chuang used to apply traditional buzz marketing to gain the reputation, but it is hard to impress their consumer at present. In this work, “The Scrumptious Taste of Taiwan”, I propose a creation based on the contents from Wuan Chung Soy Sause and largely apply the techniques of motion graphics to achieve a remarkable work to renew the legend of soy souce in Taiwan once. The work of graphic animation consists of a brief history of Taiwan soy source industry, a overview of Wuan Chuang Soy Saurce Company and the processes of natural brewed soy source. Since then there are still many storied brands to follow along the traditional advertisement for lasting their reputation in Taiwan despite the sense of advertisement nowadays. The effort of work is trying to interpret an outmoded merit with a vivid language through new media way, and hopefully can shine the brand of Wuan Chuang as a new spirit in their marketing.