| Summary: | 碩士 === 國立政治大學 === 國際經營與貿易研究所 === 100 === This thesis conducts a research of five cultural orientation related elements, or signs—the language used for brand name, the pronunciation of brand name, the language used for advertising title, advertising appeal of either hard-sell or soft-sell for brand positioning, and appearance of spokesperson(s) how to affect the Consumer Cultural Positioning (CCP) of ads.
This thesis coducts a content analysis of 273 cosmetics advertisments from four Taiwan women's fashion magazines—VOGUE TAIWAN, VIVI, MINA, and CHOC GIRLS.
The thesis finds "Global Consumer Cultural Positioning (GCCP) and Foreign Consumer Cultural Positioning (FCCP)" are used more frequently than Local Consumer Cultural Positioning (LCCP) as the brand positioning strategy in the cosmetics advertisements from Taiwan women's fashion magazines. And, the major conclusions are as following:
1. Compared to using Chinese language, using foreign language as advertising title in an ad has the negative effect to FCCP.
2. Compared to using the hard-sell appeal, using the soft-sell appeal for brand positioning in an ad has the negative effect to GCCP, and the positive effect to FCCP.
3. Compared to using local spokesperson, using western spokesperson for brand positioning in an ad has the negative effect to LCCP, and the positive effect to FCCP.
4. Compared to using local spokesperson, using western spokesperson for brand positioning in an ad has the positive effect to GCCP and FCCP than LCCP.
|
|---|
