| dc.creator (作者) | 甘惟中;許詩韻 | zh_TW |
| dc.date (日期) | 2005-01 | |
| dc.date.accessioned | 19-Dec-2016 16:05:56 (UTC+8) | - |
| dc.date.available | 19-Dec-2016 16:05:56 (UTC+8) | - |
| dc.date.issued (上傳時間) | 19-Dec-2016 16:05:56 (UTC+8) | - |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/105090 | - |
| dc.description.abstract (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。 | |
| dc.description.abstract (摘要) | 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. | |
| dc.format.extent | 1202786 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.relation (關聯) | 廣告學研究, 23,93-124 | |
| dc.subject (關鍵詞) | 批判理論;消費文化;現金卡;符號學 | |
| dc.subject (關鍵詞) | cash-cards;consumption culture;critical theories;semiotics | |
| dc.title (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 | zh_TW |
| dc.title.alternative (其他題名) | A Study of Contemporary Consumption Culture in the `Cash-Card` Commercials in Taiwan | |
| dc.type (資料類型) | article | |
