根據行政院主計處統計,民國101年台灣女性勞動參與率首次度突破50%大關;十五歲至六十四歲的消費人口中,女性佔49.45%,所以女性一直是比男性更重要的目標消費者。現代人忙碌的生活中「咖啡」這項商品已經變成上班族不可或缺的提神飲料,CITY CAFÉ為了提供一杯好咖啡,在各方面都下足了功夫,廣告代言人桂綸鎂也一直保有優良形象,已成為「新一代女性形象代表」。而本研究目的將從影片中檢視:(1)CITY CAFÉ電視廣告如何鋪陳情節、(2)探究其影片引發的「小資女」效應、(3)解釋廣告內容中隱含的新女性觀點。 本研究將以兩種方式解析CITY CAFÉ六部形象廣告影片,(1)使用設計文化符碼的三層說,從策略層、意義層、技術層分析其樣本;(2)使用榮格的十二原型在動機矩陣屬性強度圖中做出相對定位,分析CITY CAFÉ的電視廣告影片的分類與屬性判斷。 本研究經過層層分析影片後發現以下五點結論:(1)CITY CAFÉ電視廣告善用「小資女」議題。(2)廣告有時候也是反映了當下的社會文化,所以CITY CAFÉ這六支形象稿影片,導引「小資女」文化更加蔓延。(3)技術層面多方結合「小資女」形象。(4)廣告劇情發展符合「小資女」性格。(5)CITY CAFÉ藉由「小資女」這議題創造出品牌形象稿及活動稿廣告,經由簡單的劇情及字句,深植消費者心中,持續引領著「小資女」風潮。
According to the statistic, Taiwan’s female labor force participation rate for the first time exceeded 50% mark in 2012; age among 15 to 64 consumer population, women accounted for 49.45%, women have been more important than men as target consumers. Coffee has become indispensable workers refreshing drinks. In order to provide good quality, CITY CAFÉ spokesperson “Gwei Lun-Mei” has been to maintain good image, has become a "new generation of women representative image." The purpose of this study is to examine the movie by: (1) how CITY CAFÉ TV commercials elaborate plot, (2) to explore their videos triggered "Office Girls" effect, (3) explain the advertising content implicit in the new perspective of women. This study will analyze six advertising films of CITY CAFÉ in two ways, (1) using a three-layer design of cultural codes that come from the strategic level, the significance level, technical level analysis of their samples; (2) using Jung's twelve prototype matrix attribute motives to make the relative intensity map positioning, analyze CITY CAFÉ TV advertising film classification and attribute judgment. This study found the following five conclusions: (1) CITY CAFÉ TV commercials use "Office Girls" issue. (2) Advertising also reflects the current social culture, so CITY CAFÉ is issued six videos, guided "Office Girls" culture more spread. (3) Technical aspects of combination "Office Girls" image. (4) Advertising plot development in line with "Office Girls" character. (5) CITY CAFÉ create a brand image advertising artwork by "Office Girls" on this topic, through a simple story and words, deeply rooted in the minds of consumers, continue to lead the "Office Girls" movement.