在現在這個電視當道的時代裡,出色的廣告總是會觸動人們的心弦,藉著產生與觀眾們情感上的共鳴,得以走向觀眾,並維持與觀眾之間的長遠關係。今年雅典奧運期間,我國成棒隊的表現與成績受到前所未有的矚目,因此許多企業與品牌以代表我國「國球」的棒球為主題,製作出能夠吸引觀眾注意、提昇觀眾認同、寄託國人希望的企業與品牌形象廣告。其中,由於萬事達卡的廣告運用到明星人物-陳金鋒,「無價」這一系列的主題廣告也成為其企業品牌的特色,社會大眾對於這系列廣告的認識度高,因此,本研究選定以萬事達卡這則運動廣告為主要探討對象。本研究目的除了以符號學觀點來解析廣告意涵與所指涉的文化象徵意義之外,並對於其廣告所運用到的創意策略以及所帶來的品牌形象也加以探討,以提供讀者們對於運動廣告中牽涉到各個層面的概念有不一樣的體會與思考,期望經由內行閱聽眾的反應,讓國內品牌形象的運動廣告能有更優質的水準與內容。
In the times of TV leading, an excellent advertisement can always pull at people's heartstrings. It can keep the long-term relationship with viewers through the resonance of emotions from them. During the ATHENS 2004 Olympic Games, our national baseball team got the unprecedented attention. Hence, many enterprises and brands used this baseball influence to make the advertising that could attract viewers and raise their identifications. Among those advertising, on the one hand MasterCard's company invited a baseball star Chin-Feng Chen to shoot an advertisement, and on the other ”priceless” this series of advertising were a feature of that enterprise which well-known to all, that's why I would research on MasterCard's advertisement in this study. The purpose of this study not only explained the advertising meanings and emblem of culture by semiotics, but also researched on the creative strategy and the brand image of advertising. It could give the readers some concepts about the advertising, and let them think from different aspects. Finally, hoping that through audiences' feedback to makes for sports advertisement would have better content in future.