動物圖像在平面廣告之內容分析

Abstract

隨著人們生活的改善，越來越多的動物成為家庭的一員，在日常生活上影響著人們的生活。因此動物的影像魅力亦日受重視並呈現在大眾媒體上，為流行文化提供自然的、文化性的訊息符號給目標對象，成為受歡迎的廣告工具。動物對人類之所以重要，簡而言之可歸納以下：1.動物對人類具有多重資源，2.動物滿足人類物質的使用價值或情緒的情誼，3.動物多元的象徵符號轉譯不同的文化差異本研究中要彙整平面廣告中動物（以下簡稱動物廣告）的視覺表現。對於動物廣告的研究可知其形象如何被人類運用在消費行為推廣上的價值與意義。研究中利用內容分析法建立研究程序，解讀動物意涵與廣告手法的搭配、呈現的角色與商品的組合等內容，著眼於動物廣告之視覺內容及手法，而非廣告效果的測定，期能了解動物圖像在平面廣告之視覺呈現，可為日後對動物廣告利用的指標。

The animal image has a powerful presence in the popular culture, providing a wide variety of symbolic messages about nature and culture. In addition, the influence of animals in our daily lives has been well documented, as has the influence of the media`s coverage of animals on public opinion and social policy. Research have identified three reasons for the importance of animal images: First, animals provide a source of food, clothing, tools, and even chemicals. Second, animals provide physical and emotional companionship. Third, animals provide multidimensional symbols that can be used to transmit cultural meanings. The research focuses on how animals are portrayed in print advertising. Researcher tries to establish a model proposed for understanding the values and meanings of animals as portrayed in consume behaviors. The content analysis is used to comprise the visual contents and approaches in sample advertising, but measurement of advertising effect. The categories of content analysis include main images, symbolic messages, themes, graphical aelements, forms, roles, approaches and visual compositions to be the index for creators further.