借錢有理，消費無罪？解讀現金卡廣告中的消費文化意涵

Abstract

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.