Exploring the Trend of Automobile Print Ads through Narrative Framework

• Main Authors: Wei-Tarng Goy, 倪煒棠
• Other Authors: Chun-Chieh Wang
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/mmn6dw

碩士 === 國立臺灣大學 === 生物產業傳播暨發展學研究所 === 106 === Transportation is one of the highest volume of ad serve categories in Taiwan, and the research field of automobile advertising is very full of vitality. However, there are few of relevant studies about exploring the trends of automobile print ads through narrative framework. Therefore, This study aims to explore and analyze the narrative frameworks and application trends of automobile advertising, in order to supplement the inadequacy of automobile advertising research. This study is divided into two phases, and the first phase of this study, we adopt Content Analysis Method, where the magazines with most media ads are used as the source of samples and try to analyze their design characteristic according to the narrative structure, sort them out and then code them. We also intend to find out the narrative framework of the print advertisement in Taiwan''s automobile magazines. In the second phase of this study, we are trying to explores the narrative and design trends for the 1990-2017 automotive print ads which are collected based on the previous formulated narrative framework of automotive print ads. After our analyzing, we found that the development of the narrative framework of automobile print ads has also shown obvious development trends, such as “symbolic” of consumer from the early year to the recent year of the “functionality,” and “specification”. Additionally, we found that early advertisements is tend to be narrative in words and use the scenes to narrative in the later period. In addition, there are also differences proportions in the narratives between graphic and literal. Early ads tend to be supplemented by text-based images, while in later periods, the proportion of text is gradually reduced, and images are used as the main narrative core. Finally, the results of this study can serve as a reference for the other relevant fields of advertising in the future and put forward a narrative framework for auto ads which can be used by automobile dealers, advertising staff and teachers for reference through analysis and summarization of this research.