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https://ah.lib.nccu.edu.tw/handle/140.119/105090
題名: | 借錢有理,消費無罪?解讀現金卡廣告中的消費文化意涵 | 其他題名: | A Study of Contemporary Consumption Culture in the `Cash-Card` Commercials in Taiwan | 作者: | 甘惟中;許詩韻 | 關鍵詞: | 批判理論;消費文化;現金卡;符號學 cash-cards;consumption culture;critical theories;semiotics |
日期: | Jan-2005 | 上傳時間: | 19-Dec-2016 | 摘要: | 本研究以批判理論出發,透過符號學分析當今現金卡廣告文本,以解讀其隱含的消費文化意涵。現金卡廣告呈現「萬能」的消費意涵:廣告透過多元連結呈現「金錢至上、消費萬能」的消費氛圍;其次,廣告呈現「無限」的意涵:現金卡改變傳統先勞動後消費的型態,廣告刻意忽略勞動,讓閱聽人誤有消費無限的幻覺;最後,廣告呈現「正當」的消涵:透過與過去借貸意義的對抗強化消費的正當性,而此部分也與世代價值觀的差異密切相關。 From the perspectives of critical theories, this paper explores the inner meanings of consumption cultures in the current cash-card commercials by means of semiotics. After analyzing four TV commercials, this paper proposes three conclusions. First, the current commercials present the idea of consumption as `omnipotent`. It implies one can achieve anything through consumption, including actualizing 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 are closely related to the value that changes between the generations. |
關聯: | 廣告學研究, 23,93-124 | 資料類型: | article |
Appears in Collections: | 期刊論文 |
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