建構臺灣意象廣告分析－以王建民全民show臺灣篇為例

Construction of Advertising Imagery Taiwan - A Case Study of Taiwan Chapter Wang Referendum Show

陳怡如(Yi-As Chen) ； 鍾陳偉(Chen-Wei Zhong)

《國際休閒遊憩與運動管理發展趨勢研討會專刊》 2013 (2013/12) Pp. 95-110

摘要

近年來臺灣觀光局邀請許多家喻戶曉的知名人物以及時下當紅的藝人代言臺灣的觀光旅遊，其中包括了吳念真、周杰倫、張惠妹、蔡依林等；希望藉此吸引國際媒體的焦點目光及增加更多國際觀光客來台進行旅遊。根據觀光局2012年統計，2011年來台旅客比2010年增加了百分之9.3，創下來台旅遊人次的新紀錄，也創造了近80億可觀的經濟效益。為了凝聚全民共識，新聞局提出24種選項供民眾票選「尋找台灣意象」活動，並開放式的自由推薦，並邀請王建民所進行代言之「大家來選臺灣意象，全民show臺灣！」文宣廣告，一經播出後，立即引起不少迴響。本研究以王建民代言之「全民show臺灣篇」廣告為例，進行內容解讀與分析；在各國相互競爭的現況下，能夠成功地吸引國際觀光客的確是一件不容易的事。特別是因為旅遊商品是一種無形的產品，無法像有形商品一樣，可在購買前或購買時，就進行展示、品嚐、感覺以及觸摸等。而廣告影片中，透過代言人意象之建構，形塑目的地成為國際觀光客喜愛的意象，吸引國際觀光客來台旅遊，成功有效進行推廣及行銷就顯得更為重要，值得官方及民間旅遊團體一個重要參考指標。

關鍵字

臺灣意象 ； 廣告 ； 代言人 ； 王建民

並列摘要

In recent years, the Taiwan Tourism Bureau invited well-known figure in many well-known artists as well as popular nowadays speak Taiwanese tourism , including Wu , Jay Chou, Mei , Jolin Tsai , etc. ; hoping to attract the attention of the international media focus and add more international tourism tourists to Taiwan for tourism . According to the Tourism Bureau 2012 statistics , in 2011 an increase of visitors to Taiwan in 2010 by 9.3 percent to hit a new record in Taiwan tourist trips , but also created nearly 8 billion considerable economic benefits. In order to solidify the consensus , the GIO made 24 kinds of options for people voted ＂Finding Imagery Taiwan ＂ campaign , and the freedom of open recommendations and invited Wang conducted endorsement of ＂ everyone to choose a symbol of Taiwan Taiwan's referendum show ! ＂Propaganda ads after a broadcast , immediately caused a lot of response. In this study, Wang endorsement of the ＂National Taiwan papers show ＂ ad , for example, content interpretation and analysis ; countries competing in the current situation , be able to successfully attract international tourists is indeed not an easy task. Especially since the tourism product is an intangible product , not the same as the tangible goods can be purchased before or at the time of purchase on display, taste , feel and touch and so on. The ad film, by constructing the image of the spokesperson , shaping into an international tourist destination favorite image, to attract international tourists to Taiwan tourism , successful and effective promotion and marketing becomes more important , it is an official and non-governmental tourism organizations important reference index.

並列關鍵字

Taiwan imagery ； advertising ； spokesperson ； Wang