他山之石－－與時代共鳴的廣告

Borrow Talent from Abroad to Develop the Nation: Commercials Resonate Among the Era in Japan

廣告反應了人世間的眾生百態，也是生活中的一部份，回顧過去的廣告作品，它所表現的是反映出屬於該時代特有的語言與生活的表達方式，膾炙人口的廣告流行語、流行歌及廣告明星的誕生，綜合交錯孕育出屬於那個時代的生活型態與流行風潮，所以說廣告是與時代共鳴的媒體。
根據日本電通公司2014 年廣告費推算結果顯示，2014 年日本全國的廣告費是6 兆1522 億圓，是自2008 年來第一次超過6 兆日圓。其中網路廣告的成長更是驚人，佔日本廣告費總額的17.1％，首次超過一兆日圓，成長幅度依然驚人，相形之下曾占廣告費60％以上的四大傳統媒體電視、報紙、雜誌、廣播等的廣告收入卻逐漸減少。
日本歷經二次世界大戰的洗禮，整體破壞後的重建，塑造出日本旺盛的經濟企圖，不管在人文、教育、科技、經濟各方面，都有嶄新的局面。日本在地球村下的國際化，隨著經濟活動與他國互動頻仍，日本文化在世界各地也不斷地在滲透與擴張。
正所謂他山之石足以借鏡，研析日本的文化模式，對於時下台灣的影響，也許可藉此有一番省思，在充斥著日本大眾文化的台灣社會中，試圖解讀日本大眾傳播媒介中廣告的深層意涵，是本研究的主要目的。

Advertisement is one part of life that reflects peculiar language and the way people express in the era. Thanks to the birth of catchwords, pop songs and advertisement stars, commercial resonates among the era.
Based on the report about the total of commercial fee by Japan Dentsu company, the total commercial fee in Japan during 2014 is over 6 trillion yen for the first time since 2008.Among the commercial, the Internet advertising increase speedy and dramatically. The proportion of Internet advertising is over 17 percent and over one trillion yen for the first time. By contrast, the advertising revenue of original media including TV, newspaper, magazine and broadcast is decreasing.
Under globalization, there are more economy activities interact between Japan and the other countries. Also, Japanese culture spread out and penetrate into the foreign countries. To borrow talent from abroad to develop the nation. Taiwan society is filled with Japanese pop culture. We are trying to decode the implications of mass media advertisement profoundly. This is the main purpose of the study.