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    政大機構典藏 > 傳播學院 > 會議論文 >  Item 140.119/133203


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/133203


    Title: 大型運動賽事中的城市形象與戀地情節：以視覺語 藝分析2009 年高雄世運與2017 年台北世大運之 形象廣告
    City Image and Topopornographic within the Mega Sport Game-Visual Rhetorical Analysis of Advertisements during 2009 The World Games in Kaohsiung and 2017 XXIX Summer Universiade in Taipei
    Authors: 蔡依霖
    Contributors: 傳播學院
    Keywords: 視覺語藝;城市印象;戀地情節;台北世大運;高雄世運會
    Visual Rhetoric;City image;Topopornographic;Summer Universiade;The World Games
    Date: 2018-06
    Issue Date: 2020-12-21 15:44:34 (UTC+8)
    Abstract: 本文嘗試以視覺語藝分析觀察兩場大型運動賽事釋出的形象廣告，並與當 時的民調比對，想了解其中展現的城市印象與戀地情節（Topopornographic）試圖要填補何種認知上的缺口。結果顯示高雄世運會的城市印象非常具體強調在地文化、產業建設、市府團隊，台北世大運的城市印象則偏重抽象的城市概念；把兩場比賽與當時人民的政治認同進行比對，高雄世運會期間「國家」與「身分」並不是需要填補的情感缺口，但那是政黨輪替的第一年，釋出的廣告中大量的填補 關於「高雄」、「市政府」的意象與元素；台北世大運舉辦時同樣剛經歷政黨輪替 不久，兩岸關係比起當時更緊張，因此對於身分以及兩岸局勢的不確定感就成為 賽事期間最大的缺口，釋出的影片便轉而定義主辦地點為選手以及大家的「家」， 來填補認知上的缺口。
    This study aim to observed the advertisements during 2009 The World Games in Kaohsiung and 2017 XXIX Summer Universiade in Taipei, trying to see what the mega sports games cover the city image and Topopornographic. Results show that 2009 The World Games in Kaohsiung shown really specific local culture, industries, and city government, 2017 XXIX Summer Universiade in Taipei shown abstract city image. Comparing with people’s political identities at both time, nation is not the main absence in people’s mind, but after a party alternation, advertisements are shown lots of elements about Kaohsiung and City government during The World Games, same as 2009, Summer Universiade in Taipei also held after a party alternation but a more tension cross-straits relationship, advertisements interpreted Taipei and Taiwan as our homeland to fill the identity absence.
    Relation: 2018中華傳播年會, 中華傳播學會
    Data Type: conference
    Appears in Collections:[傳播學院] 會議論文

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