啤酒廣告中之文化探索：以在台灣銷售的亞系、歐系及美系品牌為例

Abstract

儘管當今啤酒市場日趨國際化，但是它們仍然面臨著各個地區不同生活文化與消費型態之影響。然而以往的研究較少從區域文化角度深入探討世界各國啤酒進入單一國家所作的廣告分析。因而本研究將在台灣銷售的13家主要啤酒廠商依地理區域分為亞系、歐系與美系三大系統，除將他們的平面廣告進行內容分析去探索其所代表的文化意涵外，並比較它們在消費者文化定位、非訊息處理、重要賣點、風格取向、消費型態、消費情境與溝通修辭等七類議題上之異同。

Although today`s international beer market is increasing globalization, it is still faced with sets of lifestyles and buying habits that vary significantly from region to region. Few studies were done from the enterprise perspective and cultural viewpoint to compare beer advertisements which done by those export companies to Taiwan. The objective of this paper is to compare regional cultural variables manifest in Asia, Europe and America beer graphic in Taiwan. In this research, content analysis was used to determine the cultural variables manifest in three regions beer advertisements. The study extends research on crosscultural beer advertising by comparing print advertisements from the Asia, Europe and America beers in terms of consumer cultural positioning, communication rhetorical, appeal, non-message cue, style oriented, consumption type, and consumption mood. The effect of market forces, consumer patterns, and government policy on beer industry is also examined.