The Signs for the Concepts of Public Welfare Adopted by Non-profit Organizations: A Semiotic Study on the Logos of Youth-welfare Foundations

• Main Author: 古學億
• Other Authors: 黃靖惠博士
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/23289480258678302542

碩士 === 國立臺灣師範大學 === 社會教育學系 === 99 === In the process of promoting concepts of public welfare to the populace, non-profit organizations (NPOs) often take various signs as communication media. By focusing on the logos of foundations based on Taipei area campaigning for youth welfare, this study aims to analyze the inherent meanings from the perspective of semiotics/semiology, and investigate the persuasive strategies as well as the effects of social marketing. To meet the aims, this study undertakes literature review, interviews, semiotic analyses, and a questionnaire survey. Research findings mainly include the following three aspects: 1.The designs of organizational logos (1)Based on the same cultural background, NPOs can integrate certain signifiers with signified meanings to make abstract public-welfare concepts into concrete logos. Therefore, organizational logos are useful for marketing relative concepts. (2)The changes of organizational logos can illustrate the developments of the organizations as well as the progress of social welfare in Taiwan. 2.The importance of organizational logos in social marketing (1)Organizational logos can provide the populace clues to distinctions among different organizations. (2)Organizational logos are helpful to promote the vision of youth welfare. (3)The signifiers of the logos sometimes restrict the application of the logos in social marketing. 3. The persuasive strategies of organizational logos (1)The logos under investigation mostly adopt rational and emotional appeals. (2)Emotional appeals can help to reveal organizations’ “love” and “warmth”, the essence of their public service. This study finally presents suggestions for NPOs and further research.