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標題: 農產品電子商務廣告之視覺傳播初探研究
Exploration of Visual Communication Design in Agricultural E-Commerce Advertising
作者: 陳映廷
Ying-Ting Chen
Shih-Hsien Hsu
Hsiu-Ping Yueh
關鍵字: 文本分析;視覺傳播;電子商務行銷;農產品廣告;textual analysis;visual communication;E-commerce;agricultural product advertisement
Project: 農林學報, Volume 65, Issue 4, Page(s) 223-235

This study explored the visual communication and narrative design of advertisement on agricultural e-commerce websites. To understand the features and the implication of visual communication on agricultural e-commerce, this study analyzed 97 advertising texts of agricultural products collected from 11 top e-commerce platforms in Taiwan based on Barthes's principles of analyzing photographic messages. Findings showed that the emphasis of agricultural product quality is the key feature in agricultural product advertisements, both in text and in image. The study also found the marketing strategies of emphasizing customized sales and promoting the agenda of local production and local consumption. The findings of major visual communication strategies in agricultural products advertisements reflect not only the imagination and evaluation of consumers' needs and wants in modern society but also trends in agricultural e-commerce.
Appears in Collections:農林學報 第65卷 第04期

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