從視覺文化觀點看無印良品廣告圖像的社會文化意義

Abstract

本研究從視覺文化觀點出發，以1980年至2006年共計84張「無印良品」品牌之平面廣告為研究對象，透過對廣告的內容分析，以解析廣告圖像的實質元素，再加上對五位具有廣告或設計專業背景的受訪者之深度訪談，以了解品牌使用廣告圖像與閱聽眾溝通的情況，進而探討廣告圖像的意義、價值與影響，以及其在整體消費社會中的文化意義。

研究結果發現，廣告的作用主要在於呈現品牌形象以及向閱聽眾傳遞訊息，而廣告圖像是在品牌、閱聽人、消費文化共同影響之脈絡之下發展。以無印良品來說，品牌產製與使用符合本身形象的廣告圖像，用以吸引閱聽眾的目光，以及引起情感共鳴，閱聽眾也透過廣告來了解品牌，也更有可能對於品牌有認同與好感、進而消費。另一方面，在消費文化下，無印良品發展出差異化的符號，當閱聽眾在消費文化中尋求生活風格時，很有可能會受到在廣告圖像中的象徵性與符號所影響，影響自身的消費價值觀。

This research regards the print advertisements of MUJI as the research object, involving 84 print advertisements(from 1980 to 2006), by analyze with the method of content analysis to find out the elements of ads. One the other hand, through the in-depth interview with five experts with advertisement or design background, to know more about the ads and it’s abstract side. The research purpose is trying to find out how the brand using it’s advertisements to communicate with the audience, and then have a discussion with the meaning, value, and power of the images.

In the results of this study, the most function of ads is to present the brand image and to communicate to the audience. Then the images of ads develop under the context of the brand, the audience, and the consumer culture. For one thing, the images of ads are produced to attract the audience, and try to touch their hearts. For another, MUJI uses it’s ads to develop a differential sign, which have influence to the audience and their life style.