| Summary: | 碩士 === 中原大學 === 商業設計研究所 === 93 === People in Taiwan experienced a lot of events at the end of the 20th Century to the new century, such as the first-ever popularly elected president in 1996, the first-time political party substitution in 2000, the 921 earthquake, SARS and various calamities caused by typhoons, drought, floods; moreover, the events of bringing five working days per week into force, the privatization of Taiwan’s telecommunication industry, the prevalence of digital media network, Taiwan's WTO accession and a wave of globalization, etc. Those happenings have made a great impact on the Taiwanese society. Therefore, the motive of the study is to find out the change in advertising presentation on Taiwan’s newspaper under such an impact. The study takes the Liberty Times as the subject and compiles statistics on 5439 advertising sampling according to commercial advertisement on newspaper in various industry categories to research into the change of “advertising volume” and the applications of “advertising presentation and content” on newspaper under the social change during the period from 1997 to 2003. The findings and results of the study are concluded as follows:
(1) The changes in economic development, social events and laws and regulations have the greatest impact on advertising volume and advertising presentation on newspaper; whereas the political affairs, impacting our economic, has no direct impact on advertising presentation. In addition, season alternation, festivals and public holidays have closer relation with advertising volume and advertising presentation on newspaper.
(2) The first and second ranks of advertising volumes during the years from 1997 to 2003 were construction and vehicles; communication, financing services and medical treatment and health care respectively ranked the third during the years. In addition, the most diversified advertising presentation came from vehicles, communication and financing services.
(3) The research of the study on the relation between the Taiwanese society and the advertising volume and presentation of commercial products on the newspaper concludes that the “advertising volume” and the “advertising presentation” of commercial products in the categories of construction, vehicles, communication, financing services, personal goods and sightseeing and tourism have changed under the impact of the social change; in addition, the “advertising volumes” of distribution channel, medical treatment, health care and culture and education categories were impacted by the social change, “advertising presentation” remained unchanged. The “advertising presentation” of foods, beverage, tobacco and liquors and electric appliance categories were impacted by the social change, instead of the “advertising volume”. Moreover, the “advertising volume” and the “advertising presentation” of household appliance, PC peripherals and products on websites were remained unchanged without being impacted by the social change.
(4) During the period of Year 1997-2003, the advertising presentation on Taiwan’s newspaper mainly focused on product-oriented promotion, and secondly the situation and figure-oriented advertising. In recent years, economic recession has substantially increased promotion-oriented advertising to get people’s attention. The overall advertising presentation focused on soft human interest and feature stories, in addition, the advertising of recent years has turned to freer, easier and more humorous approaches; besides, it is obvious that the advertising tends to be more exoticism, due to the impact of globalization.
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