汽車平面廣告敘事框架應用分析

近年來，許多業者在投放廣告時，紛紛採取故事行銷的手法，以達成刺激、引導消費者認識產品，愛上產品。在研究故事行銷方面，許多學者從敘事框架的角度來分析廣告元素，探討如何應用敘事型的廣告來引起消費者的共鳴。事實上，真正有關於如何透過敘事框架來探討汽車廣告的表現趨向，卻是少之又少。本研究透過汽車平面廣告，欲探究及分析其敘事框架及應用趨向，以增補汽車廣告相關研究之不足。本研究採取內容分析法，以媒體投放量最大宗的雜誌，作為受試樣本的蒐集來源選擇。本研究聚焦各知名品牌的汽車平面廣告，根據敘事結構分析其設計框架，以建構類目並進行編碼，並欲進一步從中找出投放於臺灣雜誌中的汽車平面廣告設計的應用趨向及特色。本研究經分析後發現，投放廣告的汽車商以日系品牌的數量居多；在廣告內容方面，汽車商所製作的廣告較少採用人物角色，卻偏好在廣告中運用場景；此外，廣告設計手法上也多以圖文的方式呈現敘事型廣告。透過本研究分析整理，提出一個可供汽車商、廣告人員、教師參考借鏡的汽車平面廣告設計應用的敘事框架。

關鍵字

汽車廣告；內容分析；故事行銷；敘事框架

並列摘要

In recent years, many industries have begun to use story marketing as an advertising technique to stimulate and guide consumer awareness of their products and consumer fondness for them. In the study of story marketing, many scholars have tried to analyze advertising elements from the perspective of narrative frameworks, and discuss how to use narrative ads to elicit consumers' sympathetic response. In fact, there have been very few papers dealing with how to approach car advertising through a narrative framework. This study aims to explore and analyze the narrative frameworks and application trends of automobile advertising, so as to supplement the research on automobile advertising. In this study, we adopt Content Analysis Method, where the magazines with most media ads are used as the source of samples. This research is focused on the print advertisements of well-known automobile brands. We try to analyze their design frameworks according to the narrative structure, sort them out and then code them. We also intend to find out the application trends and characteristics of the print advertisement design in Taiwan's automobile magazines. After analysis, we found that the majority of the auto ads are for Japanese brands; in terms of advertising content, less use of personas is shown in the ads, yet the use of scenes is preferred, and so is the form of graphics and text to present narrative ads as an advertising design technique. Through analysis and summarization of this research, we have put forward a narrative framework for auto ads which can be used by automobile dealers, advertising staff and teachers for reference.