The Content Analysis on Print Advertisement - A Case Study of Heysong Company(1961-1990)

• Main Author: 陳怡蒨
• Other Authors: 樓永堅
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/88837888291668000951

碩士 === 國立政治大學 === 企業管理研究所 === 98 === Heysong Company in the past fleshed out with the development of print advertisement, is worth other business owners or advertiser to follow and learn. In particular, Heysong Company has been more than 80 years striving for soft drink industry in Taiwan which is behalf of the evolution of consumer culture and values. The study focus on print advertisement of newspaper and magazines which was published by Heysong, and analyzing its advertising information content and performance of soft drinks industry and the business environment changes from generation to generation changes on Print Ads effect. Through statistical analysis, this study as follows: Ad Information: No matter what age, "price and value" is the most. In addition, in the 1961-1980 decade also convey major "performance" and "quality" information. However, in 1981-1990, changed to promote the “taste" of information Value Presented: 1961-1980 years, the print ads are communicated to the consumer "happy", "emotional" and "imaginative" instrumental value. But after 1981, the Heysong Company added more emphasis on "broad minded" and "ambitious" instrumental value. Information source: Most print ads did not have endorsements. About the ads with endorsements, in the 1961-1970s, more often unusual consumer advocate. In 1981-1990, the general public for people (celebrities) is the majority. Appeal: 1961-1970 and 1970-1981 years, the rational appeals in advertising for the bulk, but in between 1981-1990, highlighting the importance of emotional advertising appeals. In the 1961-1970 era of "facts" and "demand characteristics approach" as the most, to 1971-1980 were replaced by "Description section of life" as the main implementation of the approach, until the 1981-1990 era, then back to " facts "led" feature appeals "supplement. Emotional appeals were 1961-1970s with the "celebrity recommendation / attractive men and women" as the most; 1971-1980's was changed to "symbolic" topped. Visual focus: 1960-1971 years, with "both text and graphics," as most were converted, after 1971, as "picture type" as the most mainstream. Visual Activity Line: 1960-1971 years, the "Vertical" visual dynamic line up to the years. 1981-1990, "Vertical" Advertising is still the majority and "horizontal" visual moving lines at the age of first place. Title: 1961-1970 Age of "curiosity-style", up to the 1971-1980 era, uses the "interests" and a "lifestyle / values" for the majority. 1981-1990's obvious the "interests of the type" for the bulk. Text: Most are "analytic" the most. Slogan: Advertisements do not contain slogans is the majority. But for the ads with slogans, “enterprise slogan” for the bulk of early, later 1981-1990's uses a "product slogan" main. Advertising Graphics performance: the early (1961-1980) are "photography", and in 1971-1980 years, began to spread, "the computer production and synthesis" of drawing techniques. In 1981-1990 years, in addition to “photography” as the staple, the "computer production and synthesis" has been second place, "illustrator drawing" as the third. About Interactive graphic, the "Echo of graphic and text" as up to three years all show that, but in 1981-1990's, part of the advertising graphic interactive mode, "Supplement of graphic and text" shows.