迪士尼．皮克斯電影彩蛋設置的獨特性質：品牌魅力及行銷功能的完美演出

本研究旨在剖析迪士尼．皮克斯電影彩蛋兼具品牌魅力與行銷功能的雙重特性。首先，從影像才能的炫技、品牌故事的宣傳及企業產品的行銷推廣來辨明其彩蛋的商業用途；其次，歸納動畫短片的添加、電影幕後的花絮及多款預告的特製等效用，總結超越劇情的彩蛋行銷手法；最後，解構跨越出品電影、形塑品牌魅力的平行世界彩蛋，分為故事背景的擬真、動畫角色的客串及獨特彩蛋的添加。研究發現，迪士尼．皮克斯彩蛋融合影像藝術、行銷意涵及劇情輔佐效果，藝術與商業成分調配得宜，其手法有助於臺灣動畫產業的多元發展，亦開闊藝術人員的設計視角。

關鍵字

迪士尼．皮克斯；動畫電影；彩蛋；品牌；行銷

並列摘要

The purpose of the study is to dissect the dual-function of the Disney-Pixar movie Easter eggs: the brand charisma and marketing intensification. The research firstly discerns the three marketing intensions of the Disney-Pixar eggs design: the manifestation on the filmmaking prominence, the dissemination of the brand story, and the product marketing; secondly, in order to analyze the effectiveness of the Easter eggs that were set outside the main length of the Disney-Pixar movies, the study examines three different animation-setting-available spaces: the title sequence of the movies, the closing credits of the movies, and the movie trailers; thirdly, the study deconstructs the design of the eggs which built up the brand charisma by establishing the parallel time of all Disney-Pixar movies into three aspects: the verisimilitude of the films, guest characters from different Disney-Pixar films, and the series of distinct Disney-Pixar eggs.