政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/102030

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/102030

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政大典藏 > College of Communication > Department of Advertising > Theses > Item 140.119/102030

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/102030

Title:	女性運動進行式：女性運動商業廣告的符號運作研究 Female Sports is Getting Popular : A Semiotics Analysis of Female Sports Commercial Advertisements
Authors:	范曉倫 Fan, Hsiao lun
Contributors:	孫秀蕙 Sun, Hsiu hui 范曉倫 Fan, Hsiao lun
Keywords:	女性運動商業廣告廣告符號學符號消費 female sports commercial advertisements semiotics of advertising consumption of signs
Date:	2016
Issue Date:	2016-09-20 11:15:09 (UTC+8)
Abstract:	本研究運用符號學分析方法，探討台灣女性運動商業廣告文本中的符號運作與敘事規則。以二○○八至二○一五年期間，四個運動市場的龍頭品牌：NIKE、adidas、Reebok，以及Under Armour的影片或平面廣告文本為例。研究結果發現，廣告文本藉由「運動女性」的形象塑造，以及在敘事規則上將運動行為增添「改變」的符號意指，並附上持續進行的時間暗示，讓過去充滿男性意象的運動品牌和商品，發展出專屬於女性運動的符號意義。此外，女性運動市場的運動品牌與商品，在符號化的發展下仍會持續增添符號意指，豐富「運動女性」的樣貌，和運動商品的價值，也因此讓「改變」和其中內含的「進步」與「革新」意涵成為女性運動行銷的核心訊息。 This study applied the methodology of semiotics to investigating the semiotic manipulation and the narrative rules in the female sports advertisements in Taiwan. And the selected texts are from the commercial films and print advertisements in four leading sports brands during 2008 to 2015: NIKE, adidas, Reebok, and Under Armour. The results revealed that the advertising texts were conducted to construct the images of "Sporty Female", and to put the signified of “Change” and the “Ongoing” into the narrative rules. It changed the images of sports brands and merchandise from male image to an exclusive significance for the female sports. Furthermore, in this symbolizing development, the significance will be constantly added in the sports brands and merchandise of the female sports market to enrich the shape of “Sporty Female” and the value of the sports goods. And the significance, which includes “Change”, “Progress” and “Innovation,” has become the core messages of the female sports marketing.
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Description:	碩士國立政治大學廣告學系 102452009
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0102452009
Data Type:	thesis
Appears in Collections:	[Department of Advertising] Theses

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