廣告影像與文案意象訴求分析探討-以2006年安麗發行之刊物為例

A Research of the Analysis of Advertisement Image and Copywriting Imagery- Take Amway in 2006 as Example

阮琇璟(Hsiu-Ching Juan)

指導教授 ： 邱誌勇

崑山科技大學/創意媒體學院/視覺傳達設計研究所/碩士(2008年)

摘要

摘要
靈感乍現的文案，除了替影像增添另一股意義外，更增添了「真實性」色彩，本研究將以此為觀點探討安麗平面廣告刊物，使廣告文本能夠擁有多方意境，至此，本研究以符號學、消費者行為為主，探討出三種表徵：
1. 文案內涵之意義：安麗公司文案的呈現是鼓勵直銷商的話語，研究者直到專訪時刻，才頓悟似的瞭解三句文案傳達的意境，一切皆是為了使人們擁有更美好的未來。
2. 影像與社會之關係：安麗公司主打的兩項品牌，凸顯出社會哪些價值觀，並且會使自己欣然接受大眾所認可的標準。
3. 圖影像與文案之關連性探討，研究者將詳細解析安麗廣告文本中呈現出來的樣貌，到底為社會生活帶來怎樣的消費模式，發現總共有七種關聯性，這七種關聯性更轉移到廣告文本上，使得一切皆和「消費」扯上關係，帶動整個銷售產業。
最終探討出廣告數位化，在數位化的浪潮襲擊之下，整個數位化模式，為安麗廣告產業帶來新的銷售機制，就此拉近科技、消費者之間的關係及距離。

關鍵字

安麗 ； 廣告 ； 圖影像 ； 文案 ； 數位化

並列摘要

ABSTRACT

A sudden inspiration of copy writing not only can make images more meaningful, but also makes them vivider. The research discusses the printed advertisements of Amway by the idea of copy writing which makes the text of advertisement has more than one explanation. Therefore, the research focuses on sing and consumer behavior and has the following three characteristics:

1. The meaning of copy writing: Amway uses encouraging words to present the copy writing of advertisement. The researcher did not understand the real meaning of the three sentences of the copy writing that the goal is to build a better future for all the people until the time of interview.
2. The relationship between image and society: The two brands that Amway comp any focuses on bring out the social values and make them accept the standard which public approve.
3. The discussion of the connection of image and copy writing: the researcher will analyze the copy writings of the advertisements of Amway. In what ways that the advertisements of Amway change the consumer behavior. The researcher discovered there are seven connections that even transfer to the copy writing and make everything relate to consumption so that raise up the whole sales industry.

Finally, under the tide of digitalization, the industry of advertisement of Amway develops a new sales mechanism and shortens the distance between consumers and technology.

並列關鍵字

Amway ； advertisement ； image ； copy writing ； digitalization

參考文獻

作品為例》，崑山科技大學視覺傳達設計研究所。

應用》，崑山科技大學視覺傳達設計所。

﹝6﹞Kirschenbaum(2003), “The Word as Image in An Age of Digital Reproduction”.

﹝9﹞ 顏博震（2006），《科技介入藝術：數位時代中的數位本質及其當代社會

﹝1﹞ 林志煒(2005)，《平面廣告圖像符號之隱喻性多空間模式探討與應用－以