陳姝彣

English to Chinese

The Brand by Any Other Name
人們消費商品？還是被商品消費？

摘要：
這篇文章用許多案例，探討當前廣大的消費市場透過不斷推陳出新的廣告、行銷手法，無孔不入地塑造「品牌」的象徵價值，當「品牌」成為一種流行，在這樣消費主義社會的文化背景下，孩童與青少年很難不掉入商品極端精明的行銷牢籠，品牌使他們的價值觀與自我認同因而有偏差，在不知不覺中把品牌與個人的身分認同合而為一，究竟是消費者消費商品？還是消費者被商品消費呢？

動機與目標：
孩童一直是我關心的對象，行銷也是我想摸索的課題之一，文中不僅看到層出不窮的行銷策略和廣告設計，另外文中提及的社會型態，猶如我們身處的台灣，也正面臨廣告的時代、行銷的時代，面對這樣的趨勢，文中作者最後提出悲觀的看法，更讓我想到如同我們台灣現今的消費型態，身為消費者的每一個我們，如何自我把持，還是已經被「品牌」攫住，值得思考。

Text from：
http://www.pbs.org/wgbh/pages/frontline/shows/cool/rushkoff/brand.html
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Chinese to English

麥當勞變身「舒食」店李明元 用吊詭策略再創佳績
New Style of McDonald’s, Taiwan Got it!

Abstract：
In recent months the fest of McDonald’s has evidently grown 25%, the C.E.O. of Taiwan branch of McDonald’s － Li Ming Yuan is the mastermind behind the whole operation.How does it successfully? The Taiwan branch of McDonald’s keeps trying to find some new methods to create fresh feel and products to make something different, although she had been encountered many kinds of unexpected circumstance during the management process. Even then the C.E.O., Li Ming Yuan didn’t administer such large corporation well; at one time he was forced to abandon the position and appointed to learn more abroad.But in 2003, Li issued the “Rice Burger” to the international, and became available in the market over several countries; it not only aroused the sales, but also provided benefit to Taiwan’s agriculturist indirectly.

Motion and Target：
In Marketing, this is the successful case in Taiwan, so I believe it worth to mention this article for anyone who concern about marketing event, it not only encourage us but also the way to promote Taiwan.

文章連結：
http://www.cyberone.com.tw/ItemDetailPage/PDAFormat/PDAFContent.asp?MMContentNoID=44591