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The trade barrier is getting lower and the competition in global
industies is getting keener today,so that made-in image is
valued because of its great influence on consumer behavior in
the global market. In view of the hovering-low situation of
Taiwan''''''''s product image,Ministry of Economic Affairs started to
promote「the Five-Year Image Enhancement Plan for Taiwan
Products」,attempting to improve the international evaluation
and image towards taiwan products by promotional means like
public-relations, advertising and exhibitions. In this research,
content analysis was used to analyze the series of image-
enhancing advertisements which were published on international
magazines in order to understand how the advertisements were
distributed among and related between different published time,
industries of advertising objects,and approaches of advertising.
The research sample was all of the image advertisements of 「the
Five-Year Image Enhancement Plan for Taiwan Products」 from
November 1992 to December 1996 , totaling 21 advertisements.
During the course of this research,it divided approaches of
advertising into nine categories : 1.real example;
2.information; 3.repeat-assertion; 4.command; 5.metaphor;6.
resort to authority;7.market performance;8.humor;9.brand-
oriented.And it used the theme as analytical unit.The coding
process was executed by three coders to have 191 theme
collected,and the coding reliability was found to be 0.953.
The result of this research showed that:1.The amount of Taiwan
product image advertisements in different year had no noticeable
change.2.The objects of Taiwan product image advertisements all
belonged to manufacture industry,most to computer and
information industry , and the following in sequence
;transportation industry, sporter industry, exact apparatus
industry,and electronic industry.3.The approach types of
advertising were appeared most often in information type, and
the following in sequence : repeat-assertion, real example,
resort to authority, command, and brand-oriended.4.Taiwan
product image advertisements in different published time
exhibited different approach types.5. Taiwan product image
advertisements in different industries exhibited no different
approach types.
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