English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 112879/143845 (78%)
Visitors : 50048982      Online Users : 348
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
    政大機構典藏 > 傳播學院 > 廣告學系 > 會議論文 >  Item 140.119/62787


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/62787


    Title: 借錢有理，消費無罪？解讀現金卡廣告中的消費文化意涵
    Other Titles: A study of contemporary consumption culture from the `cash-card` commercials in Taiwan
    Authors: 甘惟中
    Kan, Wei Chung
    Contributors: 國立政治大學
    廣告學研究所
    Keywords: 批判理論;符號學;消費文化;現金卡
    critical theories;semiotics;consumption culture;cash-cards
    Date: 2004
    Issue Date: 2013-12-19 14:38:06 (UTC+8)
    Abstract: 本研究以批判理論出發，希望透過符號學的分析方法對現金卡廣告文本進行分析，進一步解讀其中隱含的消費文化意涵。在分析四則現金卡廣告後，本研究獲致以下三點結論：首先，現金卡廣告呈現「萬能」的消費意涵，廣告透過多元連結呈現消費可以成就夢想、獲得同儕認同、解決困境等等，形成「金錢至上、消費萬能」的消費氛圍﹔其次，廣告呈現「無限」的消費意涵，現金卡改變傳統先勞動後消費的型態，使得消費先可行於勞動，而在廣告刻意忽略勞動生產的因素下讓閱聽人誤有消費無限的幻覺﹔最後，廣告呈現「正當」的消費意涵，廣告中透過與過去借貸意義的對抗強化消費／借貸的正當性與合法性，而此部分也與世代價值觀的差異密切相關。最後，本研究也提出了研究限制與未來建議，建議未來研究可針對「閱聽人理解」之角度進行研究，以彌補本研究之不足。
    From the perspectives of critical theories, this paper explores the inner meanings of consumption cultures from the current cash-card commercials by means of semiotics. After analyzing four TV commercials, three main statements are concluded. First, the current commercials present the idea of consumption as "omnipotent". It implies one can achieve anything through consumption, including achieving one`s dream, obtaining the peer identification, solving the predicament etc. Second, the commercials present the "infinite" meaning of consumptions. Lack of labor in these commercials makes the audience think that they can consume everything without paying anything right away. Third, the commercials present the "legitimate" meanings of consumptions, which is closely related to the value that changes between the generations. At last, the paper proposes the limitations and the future suggestions of this research. It suggests that the future research can continue this topic from the alternative perspective of "audience recognition" to fulfill this study.
    Relation: 中華傳播學會年會研討會
    Data Type: conference
    Appears in Collections:[廣告學系] 會議論文

    Files in This Item:

    File Description SizeFormat
    205_1.pdf431KbAdobe PDF2586View/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