以文图学解析1930-1960年代《南洋商报》的美禄广告 = A study of milo advertisement published in Nanyang Siang Pau (1930s-1960s) from the perspective of text and image studies

• Main Author: 陈芳妮 Tan, Fang Ni
• Other Authors: I Lo-fen
• Format: Final Year Project
• Language: Chinese
• Published: Nanyang Technological University 2020
• Subjects: Humanities::Literature::Chinese
• Online Access: https://hdl.handle.net/10356/144067
• Institution: Nanyang Technological University

美禄是由瑞士雀巢公司所研发的一款“健康滋补” 饮品，2017年美禄被票选为新加坡人最喜爱的品牌。美禄可说是新加坡人公认的 “国民饮品” ，也是新加坡饮食文化中不可或缺的一部分，甚至具有一种 “奇特” 的社会凝聚力。而美禄是如何成功的将普通的巧克力饮品上升到如此的 “高度”？这就归因于美禄至1930年代起，大量的报纸广告宣传，潜移默化的灌输了其品牌，和饮用美禄的习惯。 本文将从文图学的角度，选取1930-1960年代，在《南洋商报》上所刊登的美禄广告，分析其内容与特色，探讨美禄广告中，文字与图像的关系，及其成功的品牌宣传模式。 研究发现：美禄之所以能被票选为新加坡人最喜爱的品牌、成为男女老少都喜欢的“国民饮品”与其早期成功的广告宣传，有着密不可分的关系。美禄的广告策略潜移默化的改变了消费者的消费习惯，将美禄融入到了新加坡人的生活之中。不仅如此美禄也通过广告积极的建设品牌，让消费者认可美禄的宣传，并对品牌有着极高的忠诚度。这使其之后在竞争激烈的饮品市场中，成功脱颖而出，至今仍有着屹立不倒的地位。 Milo is a tonic drink developed by Nestle in Switzerland. In 2017, Milo was voted as Singapore's consumers favourite brand. Milo is significant part of Singapore's food culture and plays an important role in forging our Singaporean identity. How did Milo, an average chocolate drink, managed to achieve it eminence in the beverage market? This was largely due to Milo newspaper advertisements dating back to the 1930s, which was successful in instilling its brand and the habit of drinking Milo. This paper looks at Milo’s newspaper advertisement published on Nanyang Siang Pau from the 1930s to 1960s and aims to analyse the content and features of these advertisements, discussing the relationship between text and images. In addition, this paper would also examine Milo’s successful branding strategy. Research shows that the reason behind Milo’s eminence in Singapore’s beverage market was closely related to its successful publicity and advertising dating back to the 1930s. Milo's advertising strategy has subtly changed consumers' consumption habits and integrated milo into the lives of average Singaporeans. On top of that, Milo also actively builds its brand through advertising, which made its brand stand out in the highly competitive beverage market.