Exploring the Visual Semiotics of Advertisements from the Aspects of Experiential Marketing— Taking example of Female Fashion Magazine

• Main Authors: Chin-chen Chang, 張慶珍
• Other Authors: Kuei-chia Liang
• Format: Others
• Language: zh-TW
• Published: 2002
• Online Access: http://ndltd.ncl.edu.tw/handle/81587219520399693662

碩士 === 銘傳大學 === 設計管理研究所 === 90 === In experience economy era, it is argued that one of the important marketing strategies is to create an experiential atmosphere for consumers and to stimulate theirs purchasing behavior. This study was to explore the paradigm of fashion advertisements based on Kuhn’s “paradigm shift” and planned to investigate the impact of the semantics used by fashion advertisements on the degree of the perception of consumers’ experience. In this research, we first examine the paradigm of female fashion advertisements through the fashion magazines and to find out the connection between paradigm and redundancy. Then, questionnaire was used to investigate the extent to which the relation of experiential marketing and paradigm. The first stage of the research shows that the high-redundancy of fashion advertisement’ image result from the paradigm of fashion advertisements, and this case will raises the identity of the advertisement’ image, but add text to describe. The second stage of the research found out the strategy that to lower the redundancy of advertisement’ image base on the paradigm. It will make the phenomenon that viewer have new experience. Compare it with the traditional marketing that emphasizes the clear of advertisement; this strategy of experiential marketing is more attractive to the viewer.