The Hakka Image-Building on public Advertisement of the Council for Hakka Affairs

• Main Authors: Han-Ru Tang, 湯涵如
• Other Authors: Yu-Nu Lu
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/26991141759678451062

碩士 === 銘傳大學 === 傳播管理學系碩士班 === 100 === In order to promote Hakka culture and build its ethnic image, Council for Hakka Affairs spends a lot of money to make image-building advertisement annually. The Council often focuses on TV advertisement. It’s a rare and special case in the world, for this reason it’s worthy to research the Hakka advertisement in detail. This is a research relating to the advertisements on image-building sponsored by the Council for Hakka Affairs; it has produced Hakka images advertisements ever since 2004. For the purpose of marketing Hakka culture and family values through advertisements effectively, the Council for Hakka Affairs stresses on the storytelling marketing perspective instead of appealing to traditional government decree. Consequently, this is a research on analyze advertisements in 2012. The study is mainly based on texts analysis with Roland De Barthes semiology to investigate the semiology representation of Hakka culture in the advertisements and it’s storyboard. The results acquire from in-depth interview and analyze the influence and image-building from Hakka advertisement. The research results discover that storytelling marketing manner have some positive inflCL3 uence on audience. In point of tribe, Hakka had resonated and agreed Hakka images advertisements; moreover, non-Hakka people had understood that the meaning of the Hakka images advertisements, and furthermore realized Hakka culture.