说服策略于茶广告的应用-资讯传播工程学系-铭传大学.PDFVIP

說服策略於茶廣告的應用 The Application of Persuasion Strategy in Tea Advertisement 翁子喻 楊涵雯 龔郁如 劉昌諭 李宇昇 Tzu-Yu Han-Wen Yu-Ju Chang-Yu Yu-Shen Weng Yang Kung Liu Li 銘傳大學資訊傳播工程學系 Department of Computer Communication and Engineering, Ming Chuan University 摘要 茶葉是台灣農業基礎頗具代表性的一種產物，也是台灣在國際貿易上，品質備受肯定的外銷 經濟作物。而市面上更有許多產品跟茶做結合 ，且在這個注重養生觀念的時代 品茶成為， 健康的 象徵， 陶冶性情的良劑。此外，因為本組組員家裡從事茶葉買賣， 而更能夠體會到提升飲茶人口 對一個以茶業傳承的家庭來說極具重要性，再加上本組有選修「態度、說服與影響」(Attitudes, Persuasion and Influence, API)的課程，所以希望將學習到的理論應用在實務上，達到學以致用的 目的 。首先，本組應用說服理論「修辭學」(Rhetoric)裡的「閱聽眾」(audience)做為策略基礎， 再以 「動機訴求」(Motivational Appeals)裡的「溫暖訴求」(warm appeals)與「快樂訴求」(happiness appeals) ，和 「敘事典範」(The Narrative Paradigm)裡的「連貫性」(coherence) 、「真實性」(fidelity) 為輔，藉由 1 分40秒的廣告，利用講故事手法推廣茶業 。 關鍵字： 茶、修辭學、動機訴求、敘事典範、廣告 Abstract Tea is a product that is a representative of Taiwans agricultural base, but also in Taiwan in international trade, the quality of the export of economic crops have been affirmed. And the market there are many products combined with tea, and in this era of health-oriented concept, tea as a symbol of health, cultivate the temperament of the agent. In addition, because the group members engaged in tea trading at home, and better able to appreciate the promotion of tea drinking population of a family heritage of the tea industry is extremely important, plus this group has an elective “Attitudes , Persuasion and Influence, API” courses, so we hope to learn the theory applied in practice, to achieve the purpose of knowledge. First of all, we use persuasion theory R