體驗行銷的類型與趨勢：以仿擬名畫的廣告活動為例

本研究主在探究體驗行銷的應用類型與目前發展趨勢，並以七則仿擬名畫的廣告活動作為研究樣本，了解品牌如何將距離現在幾百年的名畫融合現代的創意思維並與消費者互動，進而達成「體驗」的效果。研究主要分為三大部分：（一）以文本分析法剖析七則廣告活動在訴諸體驗行銷時的傳播媒體選擇；（二）以Schmitt（1999）提出的策略體驗模組及混合體驗來提出研究樣本在體驗類型上的研究假設，並以問卷調查法來驗證研究假設是否成立；（三）以王桂沰提出的視覺符號三要素及Saussure的表義二軸說對廣告的仿擬設計進行分析。　　從研究分析與結果中可了解到不同年份及不同品牌的廣告活動在執行體驗行銷時的方式，從網路科技還尚未發展成熟的十年前開始，廣告活動主要以「設計」來達到體驗的效果，到現在因為新媒體的普及，品牌開始以社群媒體、YouTube影片、手機App等方式，讓消費者多了與廣告近距離接觸的機會，新舊媒體結合的傳播方式也讓傳統媒體以嶄新的姿態在體驗時代展現其優點，體驗行銷讓廣告擺脫過去強迫推銷商品的形象，使其融入大眾的日常生活，成為品牌與消費者互動及維繫感情的橋梁。研究結果也顯示，達成體驗的方法也不僅有傳播媒體，有趣的廣告主題及廣告設計也是塑造體驗的關鍵，在仿擬名畫上也會根據廣告的目標而有不同的設計方式，由此可知廣告活動必須在主題、媒體及設計上相互合作，才能讓訊息有效的傳播並成功達成體驗。

關鍵字

體驗行銷；仿擬名畫；廣告活動；策略體驗模組；符號研究

並列摘要

In this research, the application types and current development trends of experiential marketing are mainly explored. The advertising campaigns of seven mimicking of famous paintings are taken as research samples to get clear of how brands integrate famous paintings hundreds of years away from now with modern creative thinking and interact with consumers, so that the effect of "experience" can be realized. Three parts mainly constitute the research: (1) The text analysis method is used to analyze the choice of communication media when seven advertising campaigns resort to experience marketing; (2) The application of the strategic experiential modules and experiential hybrids put forward by Schmitt (1999) is made to propose the research hypotheses of the research samples on the experience types, and the questionnaire method is adopted to verify the validity of research hypotheses; (3) The analysis on the mimicking design of advertisements is conducted based on the three elements of visual symbols proposed by Gui-Tuo, Wang and the paradigmatic axis and syntagmatic axis of Saussure. 　　In accordance with the research analysis and results, the ways in which advertising campaigns of different years and different brands implement experiential marketing can be understood. The advertising campaigns mainly relied on "design" to achieve the effect of experience since ten years ago when network technology was not yet mature. Now, brands have let consumers have more opportunities to get close to advertising by using social media, YouTube videos, mobile Apps and other means with the popularity of new media. The communication way that combines new and old media also makes the traditional media show its advantages in the experience era with a new posture. By letting advertising get rid of the image of forced promotion of goods in the past, experiential marketing has been integrated into the daily life of the public, which has become a bridge maintaining feelings between brands and consumers. From the research results, it also indicates that the methods to achieve experience including communication media, interesting advertising themes and advertising design are the key to shaping the experience. In terms of the mimicking of famous paintings, the different design methods will also be adopted in accordance with the goal of the advertisement. Based on this, it can be seen that the mutual cooperation of advertising campaigns in theme, media and design can help the effective dissemination of information and successfully achieve experience.