论文标题:八十年代以来台湾广告文化特征的符号学研究
Semiotic Research on Cultural Features of Taiwan Advertising Since 1980s
论文作者
论文导师 张国才,论文学位 硕士,论文专业 传播学
论文单位 厦门大学,点击次数 309,论文页数 102页File Size1296K
2007-05-01论文网 http://www.lw23.com/lunwen_7494792/
Taiwan;; advertising;; symbol;; generation
伴随着商品经济发展,市场上商品的种类一应俱全,同类产品的使用价值几乎没有差距,存在的只是品牌商品的“符号”差异,各种符码在广告中被赋予了意义,商品超越自身,成为一种象征性意义,成为负载着社会情感、集体意识的象征符号。 我国台湾地区与祖国大陆一衣带水,有着共同的文化渊源。但是台湾广告比大陆起步早,它的广告模式在广告诉求方式、西化程度等方面,比大陆广告成型更早,因此研究台湾的广告文化特征,可以更好地汲取“台湾经验”和教训,为大陆广告发展提供借鉴。 本文主要运用内容分析法(content analysis)和符号学(semiology)分析两种方法,先以符号学方法对台湾《天下》杂志二十年来的广告内容进行诠释与分析;然后以内容分析法,针对不同年代,不同类型产品广告的内容进行比较分析,揭示台湾广告内容的文化价值特点。同时本文在分析样本的基础上,结合台湾不同时代和不同世代群体的特点,分别对不同年代的样本分析结果进行逐一比对。 本研究发现,台湾杂志广告中的人物符码特征和其对应读者群特征有高度的一致性,而且世代特点也较强地体现在广告诉求中,体现了分众传播的特点。同时,还发现,台湾广告西化程度比较明显,而中华文化特点反而一直较弱,而且还呈下降趋势;在诉求方面,台湾广告从20世纪90年代开始倾向于更多使用感性诉求,而功能与效果的诉求方式却越来越少。 文章最后根据研究分析的结果,总结了台湾广告的经验和做法,供大陆借鉴,并对大陆广告在符号行销方面提出了几点建议。
With the development of commodity economy, the goods variety is from soup to nuts. Products of a same kind almost have same functions; the only difference is the symbols between different brands. Various symbols are endowed with different meanings in advertising. The product has deviated from itself to become a symbolic meaning, a symbol loaded with social affection and collective consciousness. Taiwan and its motherland’s Mainland are only geographically separated by a narrow strip of water; they share the same cultural origin. Advertising in Taiwan has developed earlier than that in the mainland, and its advertising mode, in terms of of advertising appeals and westernation, has developed into one that is quite different from advertising in the mainland. Therefore, studying cultural features of Taiwan advertising will help us to draw“Taiwan experience”and lessons for references of the Mainland advertising. This paper mainly uses two basic study methods, the content analysis and the semiotic analysis. First, applying semiotic method to explanation and analysis of the contents of ads in 20 years; second, applying content analysis to comparison of those ads’content by different times and by different product types, thus revealing cultural values of Taiwan advertising. Meanwhile, based on analyzing samples, this paper makes comparison of the results from different times’samples in relation to features of different times and generation groups. The study has found that there is a high consistency between the figure symbol features and those of the corresponding readers, and the generation features have also strongly been embodied in advertising appeals, which implies the features of target audience communication. Also found in the study is that the westernization of Taiwan advertising is conspicuous, while its Chinese characteristics have been relatively weak. In respect of advertising appeals, Taiwan advertising is moving toward more use of emotional appeals with a trend of less appealing to function and effect of products. Finally, this paper, in light of the study results, sums up some experiences practices of Taiwan advertising for reference of the Mainland, and put forth some suggestions on symbolic marketing of the Mainland’s advertising.
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