| Summary: | 碩士 === 國立臺灣藝術大學 === 廣播電視學系應用媒體藝術碩士班 === 102 === Abstract
In an age of information explosion, constantly evolving media is changing the consumers’ attitude towards advertising, and making advertisements today more and more closely connected with daily life and social trends. Classic commercials not only utilized creative elements, but also connected with contemporary social norms, and delivered their messages through unique storytelling, satisfying the ever-changing consumers. Children oriented advertisement is no exception, funny commercials can contribute to families’ favorable impressions with the brand and products, creating the desire to consume.
McDonald’s entered Taiwan in 1984 and established many industry firsts, not only did it win the family market, but also the hearts of all family members. Making McDonald’s the No.1 choice of fast food restaurant for Taiwanese families. This article analyzes McDonald’s children oriented commercials based on these three factors: storytelling, creativity, and appeal. And by analyzing 30 selected McDonald’s children oriented commercials using cross-analysis method, find the key factors to their success.
|
|---|
