論零售商廣告的文化價值觀：全聯、家樂福個案研究

Abstract

In this study, researcher makes a comparison about retail television advertising from 2008 to 2017 and explore the characteristic of retail advertising.In the past, retail advertising has not been a clear classification, but its location is between product advertising and service advertising. However, in recent years, retail is a field that has received great attention. In addition, the global standard of transnational enterprises is significantly different from the local enterprises. Therefore, it is necessary to understand retail advertising. This study explores the characteristics of retail advertising by researching the cultural values of advertising and in-depth discussion of the evolution of retail advertising in Taiwan for nearly a decade. In this study, content analysis was used as the research method. The sample of research was 519 advertisements, including the transnational enterprises Carrefour 291 ads and the local enterprise PX Mart 228 ads. The main focus of this study is as follows: (1) Discuss the characteristics of retail advertising（2）Differences in the advertising culture values between transnational enterprise and local enterprise .

The study suggests that cheaper is the main retail culture value of Taiwan retail advertising for nearly ten years, followed by traditional and status, and with the growth of time, the culture value of advertising culture tend to be more diversified. Second, transnational enterprises Carrefour and local enterprise PX Mart are influenced by industry categories and company philosophy, so the advertising values presented are different. Finally, previous studies have suggested that advertising culture values will be influenced by the age of advertising, and this study further found that Taiwan retail advertising was affected by the advertising month, it also means cultural values showed seasonal changes.