以符號學分析企業組織LINE貼圖的行銷目標：台灣地區2013年金融壽險業為例

Abstract

2013年，許多金融壽險企業都加入到「賣萌耍LINE」的行列，紛紛上架免費LINE貼圖，採用數位匯流情境下的新興溝通工具，實現品牌形象的年輕化重塑，吸納更多年輕族群的青睞。本研究以Roman Jakobson的口語傳播模式為工具，對八家金融壽險業的LINE貼圖文本特性進行分析，進而以Roland Barthes提出的的圖像符號概念為基礎，同時借助F. Saussure所定義的聚合軸軸和組合軸的符號關係，分析文本中圖像和文字的符號運作，觀察這些符號是如何書寫了金融企業在LINE貼圖中的年輕化意涵，又是在多大程度上發揮企業識別的效用。

Many financial and life insurance corporations have released their free LINE stickers in order to `show their moe with LINE` since 2013. They used new communication tools in background of digital convergence to create younger brand images and to attract young people. In this research, we analyze the LINE sticker texts of eight financial and life insurance corporations by using Roman Jakobson`s verbal communication mode as a tool. Moreover, basing on Roland Barthes`s pictorial semiotics and the semiotic relationship between paradigmatic axis and syntagmatic axis defined by Saussure, the operation of the signs of the characters and images is analyzed, how the signs establish younger brand meaning for the financial corporations is studied, and to what extent the signs enhance the corporation identity is studied.