本研究不同於目前主流的低成本航空的研究，先前學者關心財務表現，評估全服務航空與低成本航空兩類經營模式，成本與產品區隔之核心理念的取捨。本研究探究其行銷策略所呈現的廣告，將廣告視為流行文化，分析行銷策略運用的商業神話與隱含的意識形態。本研究採立意取樣，選取五家全服務航空和其附屬低成本航空，共十則，運用羅蘭巴特的符號學分析。研究結果顯示，這兩類經營面差異化的廣告也呈現明顯的兩種類型，不僅是產品區隔，廣告其實強化兩極化發展：當航空產業去管制化之後，一方面賦予高價產品尊榮價值而維持高價，一方面擴張低價市場，建構人人有搭機平價旅遊的需求。企業主廣泛獲利，而消費者在全服務航空覺得物超所值可能是假象，在低成本航空得到的可能是低品質的旅遊體驗。 

This study uses Semiotics analyzing 5 advertising texts of Full Service Carrier and 5 advertising texts of Low Cost Carrier which exposed on YouTube from 2017 to 2019, revealing the myth and ideology which deeply hidden in the aviation industry's advertising texts. This study emphasizes on comparing two different types of aviation companies, and discussing the consumer culture under the capitalist society, trying to portray the shape of a consumer game created by Low Cost Carrier.
Study found that the advertising text of Full Service Carrier reveals massive signs related with “Airline products”, and through the manipulation of “Customer-oriented” and “High-priced consumption in exchange for honorable feedback”, it constructs the myth of “Satisfy the demand of all the consumers”. The advertising text of Low Cost Carrier conveys the imaginary meaning about “Everyone has the right to travel and relax themselves”, and has perfectly fulfilled the myth of “Democratization of consumption”.
In general, Low Cost Carrier become increasingly prosperous in recent years, and because of their image with “Cheap and cheerful” that focuses on “Although the flight services are simplified, but flexible”, so Low Cost Carrier is popular with independent travelers. However, it is undeniable that under the business model of mainly reducing costs and expenditures, Low Cost Carrier manipulate and regulate the consumers by advertising texts in order to achieve the purpose of absorbing consumers of all income classes at the same time, then become the biggest gainer.
The business characteristics of Low Cost Carrier are similar to "Fast Fashion", and they even same raised the issue of "Exploitation of labor" and "Environmental pollution". The transformation of consumer culture in the late capitalist society, the digital era is flooded with massive signs and images, making people's consumption pattern gradually become "rapid". Therefore, it is necessary to point out the "myth" and "ideology" in the advertising texts.