A Tentative Study on the Narrative Effects of Advertisements - Taking the Second and Third Series Ads of IKEA Dating as an Example

• Main Authors: Yin Che Huang, 黃胤哲
• Other Authors: 吳怡國
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/7wbaks

碩士 === 淡江大學 === 大眾傳播學系碩士班 === 106 === In 2016, IKEA took a series of narrative advertisements with different relations on Youtube and TV commercials as "Dating Two or Three Things." Listening to people with young men and women, tell them that this is a field suitable for creating different visions for men and women. This study uses textual analysis and in-depth interviews with "ambiguous articles", "quarrels" and "old lovers articles" as the research sample. All three of these narrative techniques describe what happens when people in different emotional relationships and states read IKEA or buy IKEA products. IKEA can be found in different emotional relationships for the reader is divided into contacts before, during and after breaking up. IKEA conducts comprehensive communication and marketing aimed at different audiences and listeners in the relationship and state of the target group. It not only propagandizes the functionality of their products, but also meets the audience from different angles and with different themes. The study mainly starts with the listeners in different male-female relations. Use these three ads to explore what IKEA can convey through advertising in the context of different relationships between men and women. The conclusions are as follows: 1.The study finds that three advertisements are presented in three different emotional relations, but all have some logical story development. 2. IKEA''s product symbols in the advertising story has been non-consumer products. 3. IKEA dating Second and third series of advertisements to enhance and exchange with the reader''s emotional communication and soul resonance, IKEA to create a true and credible story, to stimulate the reading of human emotional factors. 4.women''s viewing ads agree with the storyline of the text advertising will hold a positive rating. The positive emotions of men watching advertisements will be given a positive comment, while the negative emotions arising from watching them will negatively appraise advertisements. 5.The researchers found in the text analysis and interviews, IKEA dating two or three series of advertisements still use the patriarchal hegemony ideological stereotypes stereotyped men and women, women in the advertisement in the passive role of the relationship between the two sexes. Most of the interviewees disagreed with or did not find any interviewees who had a weak role in the text of women, and their thinking categories were all within the framework of traditional gender roles in Taiwan.