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政大典藏 > Journals of NCCU > Mass Communication Research > Articles > Item 140.119/123976

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/123976

Title:	電視廣告「效果」再論：語言遊戲的觀點 Rethinking the Effects of TV Commercials: A Perspective on Language-Playing
Authors:	劉慧雯 Liu, Hui-Wen
Contributors:	新聞學研究
Keywords:	電視廣告;廣告效果;語言遊戲;文類;讀者反應理論 TV commercials;effects of TV commercials;language-playing;genre;Reader’s Response Theory
Date:	2001-01
Issue Date:	2019-06-26
Abstract:	過去討論電視廣告的效果時，常從廣告主的角度出發，以認知歷程、態度改變以及消費行為作為主要的討論題項。然而本文認為，閱聽人在看了廣告之後，還可以對廣告內容進行相應於個人生活經驗的延伸與應用，表現為在語言活動層次上各種多采多姿的表演。本文認為，透過對閱聽人這種語言活動的觀察，就能夠指出不同於消費邏輯的電視廣告「效果」新論。於此，電視廣告作為一種傳播內容，將與常識相連，便具有在消費邏輯之外的不同溝通效果。 This article firstly reviews the literature of the effects of TV commercials, then claims a new perspective called Language-Playing. This perspective presents a language-based approach, which applied from Readers’ Response Theory, to try to enrich the definition of TV commercials effects. Within this perspective, audience playing with the texts of TV commercials is regarded as a commercials-related phenomenon that forms a new concept of commercial effect researches.
Relation:	新聞學研究, 66, 97-125
Data Type:	article
Appears in Collections:	[Mass Communication Research] Articles

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