網路廣告之隱喻表現形式初探：以第六屆金手指網路廣告獎為例

Abstract

本研究經文獻探討和個案分析，從符號學、隱喻等相關觀念來探討網路橫幅廣告的設計應用。我們經由國內的「第六屆金手指網路廣告獎」中，選擇三則橫幅廣告當範例深入研究;透過系譜軸和毗鄰軸等理論組合分析這些個案，我們發現如果設計者使用隱喻技法能讓橫幅廣告更有效、更創新。

This research explores the application of semiotics and metaphor and relevant concepts to the design of banner advertisement through literature survey and case analysis. We select three banner advertisements in the domestic “2005 Click award” as examples for deeper investigation. By analyzing these samples in terms of paradigm, syntagm, …,etc. and their combinations, we find these metaphoric techniques can be utilized to make the banner advertisement more effective if the designer employs these techniques innovatively.