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政大機構典藏 > 學術期刊 > 廣告學研究 > 期刊論文 > Item 140.119/104869

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/104869

Title:	洗髮精標語的預設框架與敘事結構
Other Titles:	The Presupposed Frame and the Narrative Structure of Shampoo Slogan
Authors:	邱順應
Keywords:	訴求策略;敘事結構;預設框架;標語 Appeal strategy;Narrative structure;Presupposed frame;Slogan
Date:	2009-01
Issue Date:	2016-12-14 14:19:00 (UTC+8)
Abstract:	本文將標語（slogan）視為一個敘事單位，具有一定的句法軌跡（syntactic locus），進而以海倫仙度絲洗髮精標語為主要分析對象，建立三個步驟的分析模式。首先，從序列結構開始，透過推列有形與無形的敘事方程式，以析理出時序組織上的敘事通則；其次，藉助符號矩陣的對立分析原則，討論標語的訴求策略，廓清前端的預設框架。最後，本文探究洗髮精標語的語義轉化與句法風格，並發現其敘事結構完全呼應了預設框架。本研究從結構主義符號學與敘事學的角度，希冀建構一個廣告標語的敘事分析架構。
Relation:	廣告學研究, 31, 103-129
Data Type:	article
Appears in Collections:	[廣告學研究] 期刊論文

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