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    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:[The Journal of Advertising & Public Relations ] Journal Articles

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