| Summary: | 碩士 === 國立中正大學 === 台灣文學研究所 === 103 === This study focuses on why the Advertisement Done by Wu Niangzhen can be well accepted by audience, further become a shining brand.
Through the research, we found that the Advertisement Done by Wu Niangzhen normally wrote, directed, performed all by himself , which have got big effect from the market. Due to this, Wu has been seen as the King of the advertisement. Based on the analysis of 68 advertisements produced by Wu Niangzhen Workhouse, we try to conclude that the image of Wu represents collective memories of Taiwanese about the local development in the past few decades, that is why any of his appearances, voices and words on the screen can deeply touch the heart of his contemporary audience. Moreover, Wu is a very good story-teller since he went through lots of training when he was a child. The technique of story telling and the representative image of Taiwanese in fifties brought him the success of the brand.
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