社會大眾對詩意敘事置入建案影音廣告之觀點探討

廣告是說服性的語用行為，是一種特殊語言交流形式，意圖改變消費者行為及感受，使其產生購買行動。而詩意敘事的傳播內容具備個人情感、獨特節奏及美學表現，相較其他文學形式的語言，更易深植人心。本研究將建案影音廣告視做載體，以詩意敘事為學理基礎，探討建案詩意文案之運用目的。並針對詩意媒介轉變過程、符號學詩意意象化理論及廣告文案影響力等進行文獻探究。
　　本項研究主要採取文本分析法
、訪談法兩項研究方法，以理解詩意敘事置入建案廣告中，文案的資訊意涵。並透過專家訪談，瞭解建案銷售方，對於詩意敘事運用於建案廣告之看法，並探悉其運用詩意敘事做為廣告訴求之理由。最後藉由民眾訪談，將理論回歸民眾本身，調查各年齡層的閱聽者，對於詩意敘事廣告之接收與成效。
　　故本研究探討問題有三：一為瞭解各年齡層對於居住的想像；二是探訪建案銷售方以詩意敘事做為宣傳之定見；三則是瞭解民眾對詩意敘事置入建案影音廣告之看法。
　　研究結果發現，25歲到45歲之民眾，對於居住的想像多要求生活「機能」； 46歲到55歲則講究居住「感受」。而建案銷售方認為，詩意敘事多運用於「高總價型」建案，且建案廣告之情節設定，深受社會時事與意識形態影響。此外，專家與民眾皆認同文學與美感，可提升自我內涵，甚而助於職場與社交發展。而詩意敘事置入廣告中，可興發大眾的好奇心，亦可提高廣告之關注度。

The Advertisement function lies in attempts to change the consumer behavior and the feeling, causes the consumer to have the purchase motion. The Poetic Narrative dissemination, has creator's emotion, the language rhythm and esthetics performance, compares other literature form narrating, easier memory. The Poetic Narrative dissemination, has creator's emotion, the language rhythm and esthetics performance, compares other literature form narrating, easier memory. This research uses "Real Estate Video Advertising" as the research object to discuss the application purpose of "Poetic Narrative". The research will also state the process of Poetic change, Semiotic imagery theory and Advertising for academic literature discussion. This research mainly adopts two research methods: Text analysis and Interview to understand the meaning of Poetic Narratives used in Real Estate Advertising. The interviewees were divided into real estate sales experts and the general public to understand their views on poetic narrative advertising. This research discusses three points. First, it is to understand the ideal conditions for residences of all age groups, then to explore the views of real estate sales experts on poetic narratives, and finally to understand the public's acceptance of poetic narratives in real estate advertisements. The results of the study found that people between the ages of 25 and 45 require "convenience of living" for their living conditions, while those between the ages of 46 and 55 are more concerned about "living experience." In addition, Real Estate sales experts believe that Poetic Narratives are mostly used in "high total price" residences, and the content of Advertisements is affected by current social events. Experts and the public agree that literature and beauty can enhance self-connotation and even help career and social development. Putting Poetic Narrative into Advertisements can stimulate the curiosity of the public and increase the attention of Advertisements.