- 學位論文
全家超商微電影《健康快樂在一起》敘事符號之研究
A Study on the Narrative Symbol of the FamilyMart’s Micro Film "Déjà vu"
摘要
摘要 受惠於智慧傳播機具的改良和普及，除了各項傳統的行銷廣告模式與平面印刷出版品形成明顯的消長以外，諸如LINE貼圖和社群軟體大行其道，根據著名的市場普及調查發現，「微電影」這一種新形式的傳播媒介因為具有短時間和高張力的劇情鋪陳，加上簡潔有力和深入一般民眾所關心的議題，因而深獲許多閱聽大眾的歡迎，儼然已經成為相當普及而且具有效率的傳播新媒介。 然而微電影的成功行銷模式，其中除了上述的特點以外，本研究認為應當擁有更多屬於表象以外的要素存在，因此本研究將以全家超商微電影《健康快樂在一起》這部影片為樣本，透過以：符號來象徵文字的代表、並以索緒爾的二元一位論符號作為學理之探討，加上文獻分析等研究方法加以整理，希望能理解該片如何達到：領導閱聽大眾重視人生與快意價值觀；微電影如何挑逗的視覺官感、引發閱聽者高度的喧染力；以及微電影如何成為具有社會衝擊性的媒體傳播新型態等等。 透過按部就班的文獻資料分析、整理和基礎理論的印證與詮釋，本研究發現就選定的樣本加以分析之後得到下列的結論：微電影的選用題材必須和閱聽者的生活所需具有高度的連結性、微電影受限於製作成本和傳播時間的限制，其製作技巧必須更具有高張力和緊湊性質、至於納入時尚流行與快速反映時事與社會現象的迫切性等關於時間軸等有利因素，都是微電影能達到此一新傳播媒體和具高度娛樂與社會價值的有效成功要素。另外關於微電影另類技術層級的面向，本研究礙於研究能量限制，尚無法完全做全方位的探討，但仍期盼以此區微成果，提供後續研究者作為參酌。
並列摘要
ABSTRACT Apart from causing the rise and fall of traditional advertising media and print publications, through the improvement and popularization of smart communication media, such as LINE stickers and comprehensive community software, amongst all new communication media, the “micro movie” has earned the support of increasing audiences for its high-tension story narration in a short time and straightforward expressions of issues concerning the public according to leading market surveys. Therefore, the “micro movie” has by far become a rather popular and efficient new communication medium. In addition to the above characteristics, this study believes that there are more underlying causes attributing to the successful marketing model of micro movies. With Healthy and Happy Together as the sample, a micro movie from the FamilyMart convenience store chain, this study investigates how the sample guides audiences to pay more attention to life and happiness, how micro movies intensively inspire audiences by stimulating their visual sense, and how micro movies have become a new communication medium with social impact by means of symbolizing text with signs, the dyadic relationship of signs proposed by de Saussure as the theory, and literature review. After a step-by-step analysis and collation of related literature and verification and interpretation of fundamental theories, this study found in the sample that: the theme(s) of micro movies with high connection to the daily needs of audiences; production techniques for higher tension and greater coherence due to the limited production cost and broadcasting time of micro movies; and including factors favoring the timeline, such as fashion and quick reflection of the urgency of social events and social phenomena, are all factors attributing to the success of new movies as a new communication medium with high entertaining and social values. Although this study did not cover the whole technological aspect of micro movies due to the limitations of research energy, the findings of this study can hopefully be a reference for future studies. Keywords: marketing advertisements, graphic printing, marketing model, media communication, audience