The Interpretation of Symbolic meaning of the Bride Cake Commercial -ISASELLE Bride Cake’s TV Commercial As an Example

• Main Authors: Da-Lung Lee, 李大瓏
• Other Authors: Jen-Jia Haung
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/ywbc62

碩士 === 淡江大學 === 大眾傳播學系碩士班 === 101 === Bride cake is a special culture in Asia. The commercials of bride cake will change with social conducting. Among a lot of brand of bride cake, ISABELLE Bride Cake has bright feature and be representative, so it has bright impression on the brand and very popular in the bride cake market. In this study, we took the bride cake brand - ISABELLE Bride Cake’s TV commercial as an example, focusing on the interpretation of symbolic meanings of ISABELLE Bride Cake. The study uses the theory of social meanings was used for the foundation, as semiotics for the structure. According to the paper, the consumption pattern has been changed from “consumption of product” to “consumption of culture and symbol” because of a lot of fortune accompanied with capitalism. The change gives another meaning for culture of consumption. As Baudrillard thought, in the modern society, consumption builds on "want" instead of “need”. In the situation, commercial plays a key role for merchandise, turning “use value” into “exchange value”. In the other word, the commercial of ISABELLE Bride Cake has been identified by consumer with building commercial atmosphere. At beginning, ISABELLE Bride Cake commercial used imageries to present the interpretation in 1994. When the brand had clear and definite position, ISABELLE Bride Cake commercials changed the direction. The direction of commercials is using popular Constellations with stories, making consumers enter the commercials’ situation. From 2009 to 2011, this stage is the important turning point of ISABELLE Bride Cake commercials. On the other hand, the commercials also add some different elements with social transition. Hoping to touch consumers by different aspects, and reach the best effect of commercials. In a word, with social transition and situation, ISABELLE Bride Cake will adjust the direction of commercials, and present the social interpretation of commercials. Hope to reach the best effect without departing from the topic of brand.