游擊廣告之研究與創作 以公益廣告為例

Abstract

一般人每天會接觸到上幾百，甚至尚千個不同形式的廣告。這是所謂的”廣告干擾”（ad clutter）。在美國，一個人每天平均會接觸到500到1000個廣告信息。 (Arens, Weigold,& Arens, Contemporary Advertising, twelfth ed., 2009) 我們已被商業訊息淹沒。放眼望去，你將發現你的周圍到處都是廣告。那是因為廣告商花費了上億的成本來設法傳達他們的訊息。

廣告效應基本上已經滲入我們生活的每一方面，漸漸地擴散，接觸到幾乎每一個行業，只要是感官能察覺的渠道就有它的蹤跡。有人說過，廣告數量上升，效果便下降。在這個信息過度傳播的社會中，當消費者已經難以穿過雜亂又巨大的廣告量，要如何使其收到廣告者想傳達的信息？當每個廣告策略看起來都一樣的時候，如何使你的廣告跳出千篇一律的傳統廣告，成功吸引消費者的注意？ 當記者問作者和廣告專家Warren Berger他認為尖端的廣告是什麼樣的？他回答說：「任何試圖做一些新的或不同的手法 – something that zigs when everybody else is zagging.」總之，要與眾不同。

與眾不同。Berger先生的話可以用來形容游擊式廣告，一種最具成本效益的非常規廣告形式。在過去的二十年中，當傳統廣告失敗的時候，這個低預算的廣告形式多次成功進入消費者的意識，搏得消費者的注意。游擊式廣告最初是為中小企業（SME）而設計，但近年來已經被越來越多大企業和知名品牌採用。

本論文將探討的游擊式廣告，這個走人跡罕至的路的非常規廣告形式，它的由來，特徵，還有其效果和優勢。通過分析一些成功的案例，探討其採用的方法與成功因素，並使用於公益廣告，也將研究這個最非傳統形式的廣告逐漸成為主流的可能性和後果。The average individual is exposed to hundreds, even thousands of advertisements each day, in a variety of forms. This is called “ad clutter”. It is estimated that, in the United States alone, the average person may be exposed to 500 to 1,000 commercial messages a day. (Arens, Weigold, Arens, p.67, 2009) We are inundated with commercial messages everywhere we go, everywhere we look. That’s because advertisers spend billions of dollars in expenditures trying to get their messages across. The economic impact of advertising has pervasively invaded practically every aspect of our lives, quietly proliferating across every available surface and airwave our senses can detect, and touches just about every industry there is. “It may be the most powerful art form on earth”, says award-winning American copywriter Mark Fenske. And he wouldn’t be far off from being right, though describing advertising as “art” is still in contention. Oftentimes the supply comes first. But it is up to a good advertisement to create the demand, to tell us we need something even before we think we do. That is the power of advertising. But what do you do when the enormity of the amount of advertisements makes it difficult for the consumer to cut through the clutter of traditional advertising and “hear” their intended message? What do you do when every advertising strategy looks the same? How do you jump out from the monotony and attract the notice of the consumer? When asked what he considers cutting-edge advertising, Warren Berger, author and ad expert, responded: “Anything that tries to do something new or different - something that zigs when everybody else is zagging. ” In short, be different. Mr. Berger could easily have been talking about guerrilla advertising, the most cost-effective unconventional form of advertising you never knew. Coined by Jay Conrad Levinson in his 1984 book, Guerrilla Marketing, it has become the most effective and low-budget form of advertising in the past twenty years, catching the consumers unaware and successfully entered their consciousness where the more traditional big-budget methods failed. Geared initially for small and medium size (SMEs) businesses, it is now increasingly adopted by large businesses and global brands. This thesis will explore the effectiveness of guerrilla advertising, the unconventional form of advertising that took the road less traveled, through the analysis of some of the more successful cases; its methods used, what elements were included, and apply them in conceptualizing guerrilla advertisements for non-profit organizations. It will also examine the possibility and consequences of this most non-traditional form of advertising becoming mainstream.