A Study on the Relationship between Creative Storytelling and Self-image in Perfume Advertisements

香水廣告中創意性的故事論述與自我形象之關聯性研究

Eka Kikvilashvili ； 陶聖屏(Sheng-Ping Tao)

《創造學刊》 7卷2期 (2016/09) Pp. 53-64

摘要

The purpose of this study is to explore the relationship between creative storytelling about love and self-image in perfume advertisements seen from the perspective of foreign female consumers in Taiwan. Audience responses to selected advertisements were analyzed using the qualitative in-depth interview approach. The results show that love and romantic attachments are understood as creative things that are essential for us to function in life. It is strongly associated with myths in advertising, the love stories they tell. The consumer's life themes and personal experiences are the keys to understanding the linkage between perfume advertising, consumption, and self-identity and image.

關鍵字

creative storytelling ； perfume advertisements ； self-image ； self-identity

並列摘要

本文之主要目的在探討香水廣告中有關創意性的愛情故事論述與自我形象以及自我認同間的關係。檢視在愛情故事中創意有哪些構成的元素，要如何將故事說得浪漫感人印象深刻，又如何從影片中帶來感同身受的體驗，這種創意手法帶來的體驗又是如何轉換成自我形象間的塑造與兩者間的關聯。本文採深度訪談法以利找出答案回答研究問題，受訪的外籍女性消費者就挑選出不同品牌的香水廣告在觀賞後詳細回答，並深描其共鳴，研究發現與實務運用在文中有深入討論。

並列關鍵字

創意故事論述 ； 香水廣告 ； 自我形象 ； 自我認同