| 摘要: | 在文化距離近的韓國與台灣，以韓國現代汽車為例，在全球化商品追求標準的汽車產業，但是在廣告訴求採用標準化策略並不多見，而是採取在地化策略。 並且，韓流(韓國的電影與電視劇)在台灣風行，對韓國國家形象提升非常有助益。透過國家形象Halo Effect，韓國現代汽車應可採標準化廣告在台灣實施，但事實卻非如此。因此，這樣的落差引發這篇論文研究之動機。 透過在地消費者對該國家形象有偏好，加上產品是全球標準產品(例如汽車)，其廣告訴求應該可以採取標準化策略。 因此本研究將以台灣人為研究對象。
本研究目的為以現代汽車某一款汽車在韓國與臺灣廣告訴求進行內容分析，考慮韓國與臺灣是因為文化距離較為接近，透過兩國現代汽車廣告訴求比較，進一步探索在耐久財(如汽車)採何種廣告策略訴求會有較佳的表現。
本研究採網路問卷設計方式，並以便利抽樣的方式蒐集問卷，因此本研究採取國家態度作為研究焦點。研究結果發現當家態度對廣告效果（廣告態度、品牌態度、產品態度）有顯著的影響。 另外，廣告具有文化價值時，觀看在地化廣告之後所得到的廣告效果並沒有與觀看標準化之後所得到的廣告效果差異。
In the context of the close cultural proximity between South Korea and Taiwan, taking Hyundai Motor Company in South Korea as an example, despite the global pursuit of standardized products in the automotive industry, the use of standardized advertising strategies is not common, but to adopt a localization strategy..
Additionally, the popularity of the Korean Wave (K-wave), encompassing Korean movies and TV dramas, in Taiwan contributes significantly to enhancing the national image of South Korea. Despite the potential positive impact through the Halo Effect on the national image, South Korean Hyundai Motor Company does not implement standardized advertising strategies in Taiwan, leading to the motivation for this research.
Through a preference for the national image by local consumers and considering the product as a globally standardized item (such as automobiles), it is expected that advertising appeals could adopt a standardized strategy.
Therefore, this study focuses on Taiwanese consumers and aims to conduct a content analysis of the advertising appeals for a specific Hyundai car model in both South Korea and Taiwan. The choice of South Korea and Taiwan is based on their relatively close cultural distance. By comparing advertising appeals for Hyundai cars in the two countries, the study aims to further explore which advertising strategy yields better performance for durable goods such as automobiles. The research adopts an online questionnaire design, collecting responses through convenient sampling, with a focus on national attitudes.
The findings of the study reveal a significant impact of national attitudes on advertising effectiveness, including attitudes towards the advertisement, brand, and product. Moreover, when advertising possesses cultural value, the effects obtained after watching localized advertisements do not differ significantly from those obtained after watching standardized advertisements. |
