A Study On Taiwan Ideology Advertising

Advertising is the propeller of the modern consumption society. And it's beyond the general commodity consumption, but a mean to create consumers' desire and daily conception of consumption. In the history of advertising itself, ideology advertising has the most tight relation with the society of consumption.Advertisements, made by Taiwan Ideology Advertising Company, got a lot of advertising awards, which brought honors and acknowledgement for them.Other advertisers payed much attention to the creative styles. At the same time,there are critics too. Some people worried about the negative consequences of the consumption proposals conveyed by ads. Because ideology advertising like a double-edged sword, it's necessary for us to study it objectively and in depth.This paper has inherited the research results of the past studies and found their insufficiency. Taking Taiwan Ideology Advertising Company's works as study objects and applying semiotics, text analytic method, and literature survey method to the research on the ideology advertising, this paper makes a definition of, summarizes the characteristics of, the ideology advertising, and brings out a fruit beyond the past studies which have been confined to mere illustration and text study. In this paper, in a macroscopic viewpoint, studied are also the building of the interactive environment of consumption by ideology advertising. Finally, this paper applies the questionnaire survey to study attitudes of audiences toward the ideology advertising.