| Summary: | 碩士 === 國立中正大學 === 台灣文學與創意應用研究所 === 105 === Ever since 21 century, due to the rampant piracy and the rise of video platform and digital music vehicle, the revenue of audio tape and record publishers has been influenced-- the revenue of solid record is decreasing, and advertising endorsements and entertainment shows are increasing. Under such circumstance, how a singer or a band turns his performance, like music and style, into commercial advertisement has become an important issue. This study is based on Wu Bai’s life story and music production, classified by publicity copies and feedback from music remarks and fans, analyzed by his life experience, image building, and work of music, to induce and dismantle the cultural content of Wu Bai’s music. Based on Edgar Schein's Three Levels of Culture, this study and then analyze the culture code of the commercial advertisement he endorsed. Last but not least, based on the culture code described earlier, the corresponding culture content of his work of music is discussed. Hopefully, this study can contribute to research of the artist engaging in commercial advertisement.
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