智慧型手表廣告情境故事因素之研究

隨著時代的演進3C產品不斷地擴增功能與服務，傳統手表開始有了改變。半導體市場研究公司IC Insights將穿戴式裝置稱為「最具潛力價值之產品」，加上Apple Watch正式開賣後，連帶影響整個科技產業的發展，連帶媒體產業也深受影響，台灣於2016年成為全球首位網路廣告量超越電視的國家，使企業開始重視媒體廣告所傳播的媒介、敘事的手法與策略。
本研究針對全球智慧型手表出貨量最高的Apple、Garmin、Samsung的影片廣告作為研究對象，運用文獻分析法、個案研究法與問卷法進行一、瞭解常用的情境故事因素與敘事方法；二、分析Apple、Garmin、Samsung的策略應用；三、瞭解廣告對消費者所產生的影響；四、增進消費者對智慧型手表的認知提高其產品價值作爲研究之目的，本研究結果發現以下三點進行說明：
一、 故事與敘事：附屬事件為十二原型的特質，可視為一項主要推動情節的因素，並利用大量背景調度建立新鮮感，以多線情節營造豐富的故事生態。
二、 行銷與策略：以描述日常生活為主，勾勒理想烏托邦釋放消費者的心理慾望，達到廣告訴求；以行動代替遊說，具前瞻性與系統化之管理，傳達完整資訊。
三、 廣告與消費者：廣告可有效增加消費者對產品的認知，但未能激起潛在市場對產品的好奇與共鳴，因此廣告未必能夠為消費者帶來正面的感受。

With the evolution of the times, 3C products continue to expand functions and services, and traditional watches have begun to change. IC Insights refers to wearable devices as "the products with the most potential value". After the launch of Apple Watch, it affects the development of the entire technology industry. The media industry is also deeply affected. In 2016, Taiwan’s online advertising exceeded TV advertising. Enterprises began to pay attention to media advertising, the way of communication, and the methods and strategies of narrative.
This study is aimed at the film advertisements of Apple, Garmin and Samsung. It uses literature analysis, case study and questionnaire method. 1. Understand common situational story factors and narrative methods; 2. Analyze the application of Apple, Garmin and Samsung. 3. Understand the impact of advertising on consumers; 4. Enhance consumer awareness of smart watches, improve product value, as a research purpose, the results of this study found that the following three points:
1. Stories and narratives: Subsidiary events are the characteristics of the twelve archetypes. They can be regarded as the main factors that promote the plot. They use a lot of background scheduling to build a sense of freshness and create a rich story ecosystem with multi-line plots.
2. Marketing and strategy: Describe the daily life, outline the ideal utopia, release the consumer's psychological desire, and achieve the advertising appeal; replace the lobbying with action, have forward-looking and systematic management, and convey complete information.
3. Advertising and Consumers: Advertising can effectively increase consumers' perception of products, but it does not stimulate the curiosity and resonance of the potential market. Therefore, advertising may not bring positive feelings to consumers.