| Summary: | 碩士 === 淡江大學 === 國際貿易學系碩士在職專班 === 92 === Advertisement reflects material life in modern society, which is influenced by economic, social and cultural environment. Thus, advertising message not only reveals consumers’ perspective in life, consumption, value, but also economic, social, cultural change, as well as marketing trend.
The purpose of this research is to find out whether consumers’ lifestyle and consumption behavior altered owing to economic change over the past 3 years. This study, using the content analysis method analyzed advertising message in the printed media from the year 2001 to 2003. From the advertising message in the printed media, we can conclude a tendency in consumption, advertising development, and lifestyle formed in the previous 3 years.
The results of the research showed the followings: 1. The characteristics of male consumption behavior in the middle class were pursuing a life in high technology, symbolic of social status, recreational entertainment, valuing financial management, life security, and integrating with cosmopolitan viewpoint. 2. The content of advertisement had a tendency that rational and emotional appeals were coexisted together in most advertisements, but emotional appeal in upward trend; The peripheral cue was the primary route to persuasion and the central cue was auxiliary; To create an experiential atmosphere for visual expression, text was partially replaced by image, black and white was replaced by color. The content also implied that brand identification and experience play an important role in communication with consumers; People were conservative in consumption expenditure, seeking a lifestyle with pleasure and self-released. 3. Different product categories had different advertising appeals. 4. The percentage of advertising people varied among different product categories used in the advertisement. 5. The combinations of different types of advertising people varied amount different product categories used in the advertisement.
|
|---|
