摘要
本文研究「吳念真廣告」，思考「吳念真廣告」何以成為一個品牌的原因。吳念真導演的廣告往往親自演出，在講究反饋的市場收效奇佳，為吳念真招致廣告天王的雅號。 筆者通過所蒐集到的六十八支廣告，從口白的聲音、修辭，故事的內容與結構等分析其行銷策略，正好扣合吳念真的人生閱歷，他的礦村童年、工作父親，城市工讀、外島當兵等等，幾乎就代表了過去百年臺灣人的共同記憶，不只成為吳念真的廣告創作的源頭，也是他理解訴求對象、創造閱聽者感動的基礎。而他從母親的言說、聆聽廣播和為村人讀寫書信的經驗累積成為一位講故事人，他所從事的電影人的職業，他平常投入社會公益的作為，累積為他創作的技藝，更為他的建立了一個牢固的品牌形象。 個人形象、故事內容、拍攝技藝使得吳念真的廣告無可取代。
並列摘要
This study focuses on why the Advertisement Done by Wu Niangzhen can be well accepted by audience, further become a shining brand. Through the research, we found that the Advertisement Done by Wu Niangzhen normally wrote, directed, performed all by himself , which have got big effect from the market. Due to this, Wu has been seen as the King of the advertisement. Based on the analysis of 68 advertisements produced by Wu Niangzhen Workhouse, we try to conclude that the image of Wu represents collective memories of Taiwanese about the local development in the past few decades, that is why any of his appearances, voices and words on the screen can deeply touch the heart of his contemporary audience. Moreover, Wu is a very good story-teller since he went through lots of training when he was a child. The technique of story telling and the representative image of Taiwanese in fifties brought him the success of the brand.