城市行銷微電影的符號學分析－－以「心城市故事」為例

A Semiotic Analysis on City Marketing in Microfilms: A Case Study on 'Heart City Story'

本研究欲以符號學探討新北市《心城市故事》中，運用哪些符號進行城市行銷、以及關注城市與愛情的連結，並以符號學分析作為研究方法。研究結果顯示《心城市故事》中，男主角象徵外地人、女主角則象徵新北市，兩人的愛情就像一名外地人如何認識新北市，進而願意在此居住一般，在城市的機能性中，《心城市故事》有兩種敘述方向，一種是城市的基礎建設有關，另一種則是舉出新北市政府的政策。生活意象方面，《心城市故事》主要呈現新北市是「健康、活力的」、「富有文化的」、「富有人情味」、「年輕的」，觀眾能透過《心城市故事》，藉由主角們的生活想像在新北市的感受和氛圍，藉此達成吸引力行銷的目的。

This study aims to look into the microfilm “Heart City Story” produced by the New Taipei City government using semiotic analysis. With regard to finding out the symbols that were used in city marketing and the relationship between city and love. The main methodology taken in this study is semiotic analysis. As a result, microfilm “Heart City Story” using metaphors of different stages between two lovers, such as their first encounter, getting to know each other, and falling in love with one another, imply how foreigners gradually fall for the city they travel to. Speaking of city facilities, there were two narrative lines presented in “Heart City Story”. One focused on the demonstrating of city infrastructure, the other concentrated on showing government policies. “Heart City Story” illustrated New Taipei City as healthy, energetic, cultural, friendly and young. The film has made audiences experience the life of living in New Taipei City through the eyes of the leading characters, by doing so, the film hoped to accomplish attraction marketing.