| Summary: | 碩士 === 國立中正大學 === 電訊傳播研究所 === 95 === The research is focus on the brand construction and media interaction. The issues will be emphasized on transformation of media demonstration, Jay’s symbolic style and the presentation of media. The research method basis is on content analysis, image of MV text analysis and discourse analysis of E-news.
Jay’s text of album advertisements can be studied by its evolution. From 2000 to 2001, the advertisement is focus on the music itself while it is strongly emphasized on image construction in 2002 to 2003. After 2004, Jay extends his entertainment career internationally by successfully personal brand integration. With the broadly use of visualized advertisement on his album promotion, Jay’s celebrity marketing can be fully achieved by its music and its visualized contents.
According to the study, Jay preferred to show his pessimism toward reality but optimism upon memories. The concept revealed the difference on how men and women pursue love. On the other hand, Jay shows his concern on family issue by strengthening character’s emotion in the music videos.
The last part of research is focus on the media presentation on Jay’s news. The author found out that Jay is more willing to interact with media in latter days. Also, the press put more attention on Jay’s privacy instead of his music and entertainment careers. This fact indicated that Jay construct his public image on his unique style.
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