English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 113822/144841 (79%)
Visitors : 51818683      Online Users : 493
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 > 期刊論文 >  Item 140.119/63374


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/63374


    Title: 探索台灣電視廣告史的研究路徑：從符號學、敘事研究到文化研究
    Other Titles: Exploring the Research Paths of Taiwan`s Television Commercial History: From Semiotics, Narratology to Cultural Studies
    Authors: 孫秀蕙;陳儀芬
    Sun, Hsiu-Hui;Chen, I-Fen
    Contributors: 廣告系 
    Keywords: 文化研究;敘事學;符號學;電視廣告;廣告史
    cultural studies;narratology;semiotics;television commercials(TVC);advertising history
    Date: 2012-12
    Issue Date: 2014-01-08 15:22:58 (UTC+8)
    Abstract: 台灣電視開台迄今已有五十年。電視廣告研究不但有助於我們理解廣告與流行文化、台灣社會變遷之間的關係，更可以協助傳播領域開闢一個以廣告史為主軸的學術對話空間。本文以回顧台灣廣告影片發展、電視廣告史研究文獻為起點，然後以符號研究的觀點辨識電視廣告文本的特性、符號組成基本單位，接下來運用Tomashevsky提出的敘事工具箱概念來分析電視廣告的情節結構與功能，最後以互涉文本的概念說明電視廣告的敘事手法如何反映台灣戰後歷史進程中，三個重要的文化面向，並提出未來值得關注的廣告符號研究課題。
    It has been fifty years since the first television station, TTV, was established in Taiwan. Studies of TV commercials help us not only to understand the relationships among advertisements, popular culture and social changes in Taiwan, but also to create an academic dialogue around the axis of advertising history. The present study begins with reviewing the development of Taiwan`s TV commercials and advertising history literature, and then it adopts principles of semiotics to recognize the textual features and the analytical units of TV commercials. We suggest that the analytical toolbox proposed by Tomashevsky should be suitable for the research of episodic structures and persuasive functions of TV commercials. Based on the results of our analysis, we may further discuss the process in which the narrating strategies of TV commercials reflect three significant dimensions in Taiwan`s post-war culture, and finally provide suggestions for future semiotic studies of TV commercials.
    Relation: 中華傳播學刊,22,45-65
    Data Type: article
    Appears in Collections:[廣告學系] 期刊論文

    Files in This Item:

    File Description SizeFormat
    45-65.pdf2389KbAdobe PDF2928View/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