非營利組織公益理念之符號研究-以青少年相關社會福利型基金會為例

Abstract

非營利組織在公益理念行銷推廣的過程中，運用各種符號做為組織與社會大眾溝通傳達公益理念的媒介。本論文聚焦於大臺北地區全國性青少年相關社會福利型基金會之組織標誌，以符號學的角度分析符號意義內涵，並從說服傳播理論之基礎探究該類組織標誌運用的說服訴求策略，再者從基金會實際運用組織標誌的經驗中，了解非營利組織的標誌在傳播公益理念的成效。

本研究採取文獻分析、訪談法、符號學分析以及問卷調查法等方法進行。研究發現則主要包括下列三面向： 一、青少年相關社會福利型基金會的組織標誌之符號設計 （一）在共同文化背景的基礎下，非營利組織可將其抽象的服務理念以特定的 符號具及其延伸之符號義組合成具體組織標誌，做為其公益理念社會行 銷的媒介。 （二）組織標誌變遷呈現非營利組織發展的歷程，也說明台灣社會福利進展的 軌跡。 二、青少年相關社會福利型基金會之組織標誌在社會行銷的重要性 （一）非營利組織之標誌提供社會大眾辨別組織差異的線索，因而在非營利 組織社會行銷的過程中具有重要價值。 （二）非營利組織之標誌有助於行銷青少年福利的理念 （三）組織標誌使用的符號具會限制非營利組織在某些社會行銷的運用。 三、青少年相關社會福利基金會組織標誌的說服訴求策略 （一）參與研究之非營利組織之組織標誌通常採取理性與感性的說服訴求策 略。 （二）感性訴求策略有助於表達「愛」與「溫暖」的服務真締與本質。 對於非營利組織以及後續學術研究，本論文最後亦提出相關建議。

In the process of promoting concepts of public welfare to the populace, non-profit organizations (NPOs) often take various signs as communication media. By focusing on the logos of foundations based on Taipei area campaigning for youth welfare, this study aims to analyze the inherent meanings from the perspective of semiotics/semiology, and investigate the persuasive strategies as well as the effects of social marketing. To meet the aims, this study undertakes literature review, interviews, semiotic analyses, and a questionnaire survey. Research findings mainly include the following three aspects: 1.The designs of organizational logos (1)Based on the same cultural background, NPOs can integrate certain signifiers with signified meanings to make abstract public-welfare concepts into concrete logos. Therefore, organizational logos are useful for marketing relative concepts. (2)The changes of organizational logos can illustrate the developments of the organizations as well as the progress of social welfare in Taiwan. 2.The importance of organizational logos in social marketing (1)Organizational logos can provide the populace clues to distinctions among different organizations. (2)Organizational logos are helpful to promote the vision of youth welfare. (3)The signifiers of the logos sometimes restrict the application of the logos in social marketing. 3. The persuasive strategies of organizational logos (1)The logos under investigation mostly adopt rational and emotional appeals. (2)Emotional appeals can help to reveal organizations’ “love” and “warmth”, the essence of their public service. This study finally presents suggestions for NPOs and further research.