政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/101822
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 113318/144297 (79%)
Visitors : 51045766      Online Users : 923
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
    •  Adv. Search
    Home ‧ Login ‧ Upload ‧ Help ‧ About ‧ Administer Goto mobile version


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/101822


    Title: 教義與教條：審視雜誌中化妝品廣告的美女創意
    Other Titles: Doctrine and Dogma: A Gaze at the Cosmetic Advertisements’ Creativities of the Beauty in Magazines
    Authors: 朱宜量
    Zhu, Yi-Liang
    Keywords: 女性雜誌;化妝品廣告;美女符號;教條;意識型態;廣告創意
    Advertising creativities;cosmetic advertisements;dogma;ideology;symbols of the beauty;women’s magazines
    Date: 2016-01
    Issue Date: 2016-09-09 15:16:06 (UTC+8)
    Abstract: 本文結合索緒爾與巴特的符號學理論，審視近一年《瑞麗服飾美容》雜誌中283 則化妝品廣告的美女創意。作者以「活動說」與「表現說」界定廣告創意，通過對部分「美女創意類」樣本的文本符號分析、及其與「非美女創意類」樣本的比較，證實了「教義變質為教條」的問題；亦從「外形與氣質」、「動作與姿態」、「背景與色調」、「版式與佈局」這四個構面解析了創意人員身受的意識型態「前期控制力」與「後期宰制力」，以喚起其對教條流弊的重視；最後展望了美女創意今後的可行趨向。
    According to the Semiology theories by Saussure and Barthes, this study gives a gaze at 283 cosmetic advertisements’ creativities of the beauty in Rayli Fashion & Beauty the recent year. The author defines the concept of ＂advertising creativity＂ based on ＂a saying of an activity＂ and ＂a saying of a performance＂, then verifies the problem called ＂doctrines deteriorate into dogmas＂ by the semiological text analysis of certain ＂beauty type＂ samples and the comparative analysis between ＂beauty type＂ and ＂non-beauty type＂ samples. The author also analyses the ideological powers of ＂control in the earlier stage＂ and ＂domination in the later stage＂ that work on the advertising creatives through four dimensions such as ＂appearances and temperaments＂, ＂movements and gestures＂, ＂backgrounds and colors＂ and ＂formats and layouts＂, aiming to call up their attention of the dogmatic disadvantages. Finally the author looks ahead to the trends of feasibilities for such advertisements’ creativities of the beauty.
    Relation: 新聞學研究, 126, 199 - 241
    Mass Communication Research
    Data Type: article
    Appears in Collections:[Mass Communication Research] Articles

    Files in This Item:

    File Description SizeFormat
    126-199-241.pdf4546KbAdobe PDF2393View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback