Please use this identifier to cite or link to this item: https://ah.nccu.edu.tw/handle/140.119/80433


Title: 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
Other Titles: A Semiotic Analysis of Sales Strategy of Corporations’ LINE Stickers: Based on the Example of Financial Life Insurance Industry in Taiwan 2013
Authors: 楊青婉;YANG, QING-WAN
范曉倫;FAN, HSIAO-LUN
蔣雲倩;JIANG, YUN-QIAN
Contributors: 國立政治大學邁向頂尖大學計畫創新研究團隊
Keywords: LINE貼圖;符號運作;企業形象;年輕化
LINE Stickers;symbolic operation;corporate image;younger like
Date: 2014-11-15
Issue Date: 2016-01-06 11:01:22 (UTC+8)
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.
Relation: 創新研究國際學術研討會
主辦單位:國立政治大學邁向頂尖大學計畫創新研究團隊
舉辦日期:2014.11.15-2014.11.16
Data Type: conference
Appears in Collections:[2014創新研究國際學術研討會] 會議論文

Files in This Item:

File Description SizeFormat
p06.pdf2921KbAdobe PDF1352View/Open


All items in 學術集成 are protected by copyright, with all rights reserved.


社群 sharing