影像傳達與台灣保險企業形象之分析

An Analysis of Image Communication and the Image of Insurance Businesses in Taiwan

巫淑玲(Shu-Ling Wu)

指導教授 ： 潘襎

國立臺灣師範大學/藝術學院/美術學系在職進修碩士班/碩士(2006年)

摘要

隨著競爭日益激烈，產品日趨同質，企業形象已逐漸成為消費者選擇商品、辨別品牌的參考因素之一。這種現象使得企業對於公司形象的塑造與經營變得比以往更加重視，於是，我們可以看到許多公司紛紛拍攝電視形象廣告、商品廣告及公益形象廣告，保險業就是一例，藉此提升其在消費者心目中的形象，進而強化本身在市場上的競爭力。

在電視廣告運作裡，廣告影像的呈現、訴求與表現手法，可說是與形象最密切相關的，它是廣告表達的方式，屬於非語言的部份。藉由它，訊息能夠以最有效的方式完整的傳遞出去，以其影響消費者對廣告的「感覺」，及對企業的看法與印象，這種消費者「感覺」如果經過長期的累積與強化，就變成企業一項重要的競爭武器，由此可見，廣告與形象之間的關係實密不可分。

所以本研究主要探討於1997-2006年10年間台灣五家保險研究個案公司：南山人壽、ING安泰人壽、國泰人壽、新光人壽及保誠人壽，是如何透過電視廣告的傳播，取得社會大眾的認同與信賴，進而建立企業形象，及其對台灣社會與文化有何關係與影響，藉此做為其它企業的參考。

本研究共分四個章節，第一章主要研究保險業的形象塑造。第二章分析五家保險研究個案公司於1997-2006年10年間歷年所拍攝的電視廣告主題與內容。第三章是分析保險業電視廣告影像表現元素、廣告行銷與表現手法。第四章是根據前三章所作的分析結果，探討企業形象的台灣文化之反映。

本研究結果分析歸納出以下四個結論，供台灣保險業擬定電視廣告策略時的參考：一、廣告是行銷與提升企業形象的利器。二、廣告要有創意，主題要單一、明確。三、令人感動的廣告，較易達到廣告效果。四、廣告也可以是藝術品。並提供保險業以下建議：一、廣告與藝術、文化、運動等公益活動相結合。二、企業形象塑造需保持鮮明與一致性。三、廣告活動需長期而持續的進行。

關鍵字

影像傳達 ； 保險業 ； 企業形象 ； 電視廣告

並列摘要

Increasing competition and same inclination of products have made corporate image a referral while consumers choose product and identify each brand. This phenomenon makes corporate place more importance on molding and maintaining corporate image. As a result, we find corporate shooting commercial films demonstrating corporate image, products, and image of commonweal. Among all, insurance enterprise is a great example. By molding corporate image, it upgrades its image toward consumers and its competitive strength.

In the practice of commercial films, presentation of visual image, argument, and idiosyncrasy has the greatest to do with corporate image. The presentation itself is the way commercial film expresses itself and it is non-language. Through commercial films, messages and ideas are conveyed entirely and efficiently to influence viewers’ “feeling”, “opinion” and “impression” toward the commercial films. After accumulating and reinforcing, commercial films would act as a significant weapon. This shows that commercial films and corporate image are two sides of one thing.

In this thesis, we will review five Taiwan insurance companies’ activities during 1997 to 2006. They are Nan Shan Life Insurance Company, Ltd., ING Antai, Cathay Life Insurance Co., Ltd., Shin Kong Life Insurance Co., Ltd., and PCA Life Insurance Co., Ltd. We will see how they have molded corporate image and gained consumers’ recognition and trust through the broadcast of commercial films. Their activities also have influenced Taiwanese society and culture. Their stories can be of reference to the other corporate.

The research includes four chapters. Chapter one discusses the image molding of insurance enterprise. Chapter two analyzes the commercial film subjects and contents shot by the five sample insurance companies during 1997 to 2006. Chapter three probes into the elements, marketing, and idiosyncrasy in these commercial films. Finally in Chapter four, we conclude how Taiwanese culture is influenced by corporate image based on the study in the first three chapters.

The thesis generalizes four concluding points, which can be of reference to Taiwan insurance companies in drafting strategy of commercial films. Concluding points are: 1.Commercial film is an efficient instrument in marketing and upgrading corporate image; 2.Commercial film must be creative, and subject be single and precise; 3.Heart-tempting commercial film makes it easier to receive the expected feedback; 4.Commercial film can be a piece of art. The thesis also suggests insurance enterprise: 1.To combine commercial film with public welfare, like art, culture and sports; 2.To keep consistent and clear-cut in image molding; 3.To proceed commercial films continuously.

並列關鍵字

image communication ； insurance ； corporate image ； commercial film

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