Reception Analysis of Global Advertising–A Study of The Factors of Influencing The Audience's Interpretation Patterns

企業全球化趨勢的日亦普遍，致使全球化的行銷成為必須。廣告為行銷不可或缺的一環，因此，廣告的全球化勢在必行。近年來，全球化企業在台灣使用「全球化廣告」的情況愈來愈頻繁，無論其所使用的全球化廣告類型為何，閱聽人對這些全球化廣告的看法才是最重要的。因此，本研究以不同類型的全球化廣告為研究主體，依據外國學者對不同類型全球化廣告的六種定義，使用其中的「完全標準化」、「半標準化」、「因地制宜的執行元素」，以及「概念在地化，執行全球化」等四種全球化廣告類型，從「接收分析」的角度出發，探討閱聽人面對不同類型全球化廣告文本時，他們如何解讀這些廣告文本。在探討解讀型態的同時，並設法了解閱聽人的「開放性人格特質」、閱聽人的「媒介依賴程度」、閱聽人對全球化企業所知覺到的「品牌形象」，以及不同類型的全球化廣告文本等概念，是如何影響閱聽人的解讀型態。本研究透過「符號學」的分析方法，針對不同類型的全球化廣告做文本分析，同時運用「實地問卷調查法」的研究設計，對受訪者蒐集資料。除藉以了解閱聽人與不同類型全球化廣告文本間的互動關係外，並嘗試驗證變項間的因果關係。研究結果發現，閱聽人對不同類型全球化廣告的認知程度愈深，愈容易對全球化廣告採取優勢型的解讀型態；閱聽人對電視的依賴程度愈高，愈容易對全球化廣告採取優勢型的解讀型態；閱聽人所知覺到的品牌形象愈趨近於正向，愈容易對全球化廣告採取優勢型的解讀型態；閱聽人的開放性人格特質程度愈高，愈容易對全球化廣告採取優勢型的解讀型態。With more and more global corporation widespread in the world﹐global marketing becomes necessary. Advertising is an essential part of marketing﹐therefore﹐the globalization of advertising have to be imperative. In recent years﹐the situation of global corporation in Taiwan uses global advertising becoming universal﹐no matter what type of global advertising they used﹐the most important thing is the viewpoint of audience.Therefore﹐the material of this study are different types of global advertising. In accordance with six different definitions of global advertising from foreign researchers and I selected four types from them﹐they are“Fully Standardized.”､“Semi–Standardized.”､“Varying Standard Executional Elements.”﹐and “Act Global﹐Think Local.”The study started with the approach of“Reception Analysis.”To investigate how the audience interpret different types of global advertising. Meanwhile﹐try to recognize how the audience’s personality trait of openness﹐degree of media dependency﹐cognition of brand image of global corporation﹐and the different types of global advertising itself influences the audience’s interpretation pattern.The present study uses“Semiology”to analyze the content of different types of global advertising﹐simultaneously﹐using the research design of“on–the–spot questionnaire”to collect the respondents’ data﹐in order to understand the relationship between the different types of global advertising and the audience﹐and try to examine the variable causality.The results of the study are﹕when the audience have deeper cognition of different types of global advertising﹐their interpretation pattern of global advertising tend to be more dominant. When the audience’s degree of media dependency is higher﹐they well take the dominant interpretation pattern of global advertising easier﹒When the audience’s cognition of brand image is more positive﹐their interpretation pattern of global advertising incline to be more dominant﹒When the audience’s degree of personality trait of openness is higher﹐they well adopt the dominant interpretation pattern of global advertising easier