本研究主要研究對象為頂新集團從2013年到2014年的三次油品危機事件，包括：一、大統混油事件；二、味全摻用強冠油品事件；三、飼料油事件，藉由上述三件重要食品危安事件，分析頂新集團遇到危機時所採用的語藝策略？其又能否挽救自己的企業。 本研究採用Benoit形象修復理論以及Coombs的危機反應策略觀點進行分析。研究結果顯示，頂新集團最常使用「療傷」、「迎合」來維持正面的企業形象，卻在遇到偵訊時，改變採用的策略，不是「否認」便是「卸責」，使得「療傷」、「道歉」等策略大打折扣，道歉的言行也因不一致而缺乏誠意，因此無法獲得民眾的信任，較難挽回其企業形象。 值得一提的是，鑒於情境改變時，言者之語藝策略會隨之改變，因此本研究可謂首次嘗試跳脫類型的語藝策略分析方式，改以時間序列分析事件文本。研究因此發現，當言者處在道德操守受質疑情境時，多數人的反應「否認」以求自清，頂新集團反應也符合此一規律，此一結果不僅看出普遍的人心人性，也呼應過去的相關研究。 The research is about the oil-product incident from 2013 to 2014 caused by Ting Hsin International Group that had happened for three times: the Blended Oil event of Chang Chi Foodstuff Factory Co., Ltd., the Mixed Oil event of Wei Chuan Foods Corporation for mixing the oil produced by Chang Guan Co., Ltd into their products, and the Animal Feed Oil event. The purpose of the research is to see how Ting Hsin saves its business by using the crisis rhetoric when encountering the predicament. The study mainly uses the Benoit Image Repair Theories and Coombs Crisis Response Strategy to observe the events by taking a completed sentence as a paragraph to analyze how Ting Hsin used their strategies to face their problems on the food safety. The result shows that Ting Hsin used “Correction Action” and “Ingratiation” for many times to keep their positive image. However, they had different words when under interrogated for the events by denying or evading responsibilities that end up making the correction action and the apology become unconvincing. The apology was also not sincerity enough so that they could not be trusted by people anymore, and made the business image even harder to redeem back as well. Furthermore, the research also shows that as the time flies, the situation and the rhetoric change; in other word, when facing the similar problems, the rhetorical strategies will be the same. Additionally, the study found that when the morality is under suspicion, most people will take “Denial Action” to keep themselves safe and innocent. The way Ting Hsin acted rightly met this rule, so people could see the common humanity from these oil product problems.
