Telling a good story : Research about Digital storytelling of Animated Spokes-A Case Study in open chan and waterman

• Main Authors: Chia-Wen Huang, 黃嘉文
• Other Authors: 黃振家
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/06491977632340885163

碩士 === 淡江大學 === 大眾傳播學系碩士班 === 99 === In recent years , the marketing effect in spokes use by brand and product had reduced. For this reason the Animated Spokes has become an new communicate option. Animated Spokes merge brand image with brand experience and construct text to offer participate space for audience. These text made for the topic of Animated Spokes appear in all kind of medium. In the exclusive website of Animated Spokes that build by brand or product , it full of digital text with storytelling element ,these text mix real and virtual element and compile with brand mindset , this study take the digital text of exclusive website for main analyze context and take the success example of Animated Spokes that execute by enterprise or brand in Taiwan for main analyze object. In the literature, this study based on the concept of Animated Spokes, Brand image, Hypothesized social group. To consult the role set of Animated Spokes in digital text and figure out the narrate structure.