| dc.creator (作者) | 吳岳剛;呂庭儀 | zh_TW |
| dc.creator (作者) | Wu, Yueh-Gang ; Lu, Ting-Yi | - |
| dc.date (日期) | 2007-07 | en_US |
| dc.date.accessioned | 18-Dec-2008 17:23:09 (UTC+8) | - |
| dc.date.available | 18-Dec-2008 17:23:09 (UTC+8) | - |
| dc.date.issued (上傳時間) | 18-Dec-2008 17:23:09 (UTC+8) | - |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/17728 | - |
| dc.description.abstract (摘要) | 思考是譬喻的本質，語文是譬喻思考的「表象」。同樣的，廣告如同語文，也是譬喻思考的一種表達形式。因此，譬喻廣告可以分成「譬喻」跟「廣告表現」兩個層面來觀察。本文抽樣1974-2003年三大報1,078則廣告進行內容分析，以了解譬喻廣告的應用如何隨時代而改變。結果顯示：（1）譬喻廣告越來越常見。（2）在譬喻類型上，「關係相似」一直佔90％左右。（3）在表現形式上，「圖像譬喻」越來越多，「圖文譬喻」越來越少；「結合」越來越多，「並置」越來越少。（4）廣告中有10％左右的譬喻，是以文字（標題）呈現。（5）視覺失衡的現象越來越多。 | - |
| dc.description.abstract (摘要) | The essence of metaphor is thought, and language is the surface realization of thinking metaphorically. Similarly, advertising is like language, and is also a form of expressing metaphoric thoughts. Therefore, metaphoric ads can be observed on the levels of "metaphor" and "advertising expression." This study content-analyzes 1078 ads sampled from three major newspapers during 1974-2003 to understand how metaphoric ads transform with time. The results indicate: (1) Metaphoric advertisements appear more often than ever. (2) In terms of metaphor types, "relational similarity" has 90% share. (3) In terms of expression styles, "pictorial metaphor" increases and "verbo-pictorial" metaphor decreases gradually; "fusion" increases and "juxtaposition" decreases gradually. (4) Ten percent of metaphors are presented verbally (via headlines). (5) The phenomenon of visual dissonance are growing with time. | - |
| dc.format | application/ | en_US |
| dc.language | zh-TW | en_US |
| dc.language | en-US | en_US |
| dc.language.iso | en_US | - |
| dc.relation (關聯) | 廣告學研究, 28, 29-58 | en_US |
| dc.subject (關鍵詞) | 表現形式;譬喻廣告;譬喻類型;轉變 | - |
| dc.subject (關鍵詞) | Metaphorical advertisement;Metaphor type;Expression style;Transformation | - |
| dc.title (題名) | 譬喻平面廣告中譬喻類型與表現形式的轉變：1974-2003 | zh_TW |
| dc.title.alternative (其他題名) | The Transformation of Metaphor Types and Expression Styles in Print Metaphorical Advertisements：1974-2003 | - |
| dc.type (資料類型) | article | en |
