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題名 | 名人代言廣告之象徵性探討=A Study on the Visual Image of Celebrity Advertisement |
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作者姓名(中文) | 謝佩芯; | 書刊名 | 明志學報 |
卷期 | 40:1 2008.06[民97.06] |
頁次 | 頁73-89 |
分類號 | 497.1 |
關鍵詞 | 燈箱廣告; 視覺表現; 名人代言; 符號; Light box; Visual effect; Celebrity advertisement; Semiology; |
語文 | 中文(Chinese) |
中文摘要 | 捷運交通不但大幅改變了都會區民眾的交通與生活習慣,也提供了更多豐富性的廣告,影響著人們的視野與生活空間。台灣的名人代言廣告近幾年蓬勃發展,然而名人代言廣告中所呈現的圖像符號所傳達的象徵意義為何則有待探究。本文主旨即在探討捷運站內燈箱廣告之視覺表現類型,以及探討視覺表現中的名人代言式廣告方式的象徵性。研究方法採用文獻分析及論述分析法,研究發現捷運燈箱廣告,最多的視覺表現類別為象徵物表現以及名人代言式表現,並從符號學角度分析名人代言式廣告的特徵,透過微觀角度與宏觀角度分析論述廣告之象徵意義。 |
英文摘要 | Metro system has been activated in Taipei city in recent decade. This system is not only just change people's life style but also providing variant of advertisements from more outlets contacting and influence people. Recently the celebrity advertisement is growing faster in Taiwan. However the metaphoric of the celebrity advertisement demonstrated by the selected image is still a question. This study is aiming at types of visual effect and the metaphoric of the celebrity advertisement on the light box within Metro system. The literature analysis and discourse analysis are used to explore the subject effects. The finding highlighted the metaphoric and celebrity advertisements two visual effects are the most popular in application. In addition Semiology is used to argue the traits advertisements and the metaphor of the advertisement is stated from micro and macro view. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。