商品與動物廣告圖像之聯想調查

在廣告中動物圖像被視為有效的行銷策略，因為動物象徵的多元性幾乎能含括人類所有的生活，但隨著時代的演變在動物的解讀上可能會有所差異，必須重新了解商品與動物的關係。因此，本研究藉由文獻整理、開放性問卷調查與訪談法，了解受測者對商品的動物聯想方式與象徵性意義。結果顯示：在不同商品類型中，受測者對動物聯想方式是有所差異的。在生活用品類裡受測者會透過動物與商品功能性、品牌印象、生活經驗作為聯想；在食品類裡是以動物與商品食材性、食物鏈關係與無理頭式作為聯想；交通工具類裡則是採用動物與商品速度感及品牌印象作為聯想，在餐館類裡則為動物與商品食材性、刻板印象及餐館氣氛作為聯想。在動物聯想次數裡，則發現與人類密切的畜養型動物最常出現，這類動物在象徵上大都具有吉祥意義，如雞、馬等，而常被視為家人象徵的狗與貓，則廣泛出現在各類商品的聯想裡，是屬於通用性很高的動物圖像。在真實環境裡較少見的野生動物，如豹，也頻繁出現在受測者的聯想裡，代表著人類對自然的關注與認識，進而成為商品功能與使用感受的象徵。

關鍵字

商品；動物；廣告聯想

並列摘要

As the diversity of animal symbols could cover nearly all aspects of a person's life, the use of animal images in advertising is considered an effective marketing strategy. However, the interpretation of animals may vary with the changes of time, meaning that the relation between the commodity and animal has to be relearned. Therefore, this research analyzes subjects' association modes about the commodity and the animal as well as the symbolic meanings through literature arrangement, open-ended questionnaires, and interview method. The results show that the subjects' association modes on animals are different for various types of commodities. For daily articles, the subjects associate the animals with the commodity functions, brand images, and life experience; for food commodities, they associate the animals with the food materials, food chain, and non-sensical images; for vehicles, they associate the animals with the commodity speed and brand images; for restaurants, the animals are associated with the food materials, stereotypes, and restaurant atmosphere. For the association time of animals, the study finds that animals raised by people are the most common type and usually have auspicious symbolic meanings, such as chicken, horse, etc., while the dog and cat (which are often regarded as a symbol of a family) widely appear in association with various types of commodities, making them common animal images. Wild animals rarely seen in an actual environment are also frequently used by the subjects, such as leopard, which indicate people's concern and awareness of nature and can be seen as a symbol of the commodity function and usage experience.