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Title: 懷舊與愛情:鐵達時廣告之文本分析
Nostalgia and love: A text analysis of Titus advertisements
Authors: 郁悅
Yu, Yue
Contributors: 鄭自隆
郁悅
Yu, Yue
Keywords: 懷舊
愛情
敘事結構
符號學
神話結構
Nostalgia
Love
Narrative structure
Semiotics
Myth structure
Date: 2019
Issue Date: 2019-08-07 17:17:08 (UTC+8)
Abstract: 懷舊和愛情始終是人類經久不衰的永恆主題,在廣告行銷中更是被廣泛運用的重要訴求。鐵達時品牌廣告自1988年起,以懷舊與愛情作為廣告主題已持續三十年,成功將愛情與時間、乃至產品手錶緊密地結合起來,是廣告界極為成功的案例。本研究從敘事、符號及神話結構三個方面對鐵達時品牌廣告進行文本分析,藉由廣告中的訊息符號以探討鐵達時品牌廣告的敘事結構、符號特徵和象徵意義的建構過程,更找出其中所蘊含的社會文化意涵。
研究結果發現,鐵達時品牌廣告主要通過畫面色彩、物品和場景設置來展現懷舊情懷,並且隨著時代的發展,廣告懷舊類型從集體懷舊轉變為個人懷舊。鐵達時品牌廣告中的基本敘事結構為相愛—分離—成長,通過劇情、廣告語、鏡頭運作、後製剪輯等方式將愛情與時間相連結,更以此賦予手錶以愛情的象徵這一意涵。最後,廣告中始終存在「相愛的美好」與「分離的痛苦」之對比,以及「過去」與「現實」之對比,通過這樣的二元對比,產生懷舊情感,營造廣告中的矛盾與衝突感,並利用象徵著時間和愛情的手錶來作為中介因子進行調節,以獲得紓緩或消除困境。
Nostalgia and love have always been the eternal themes of human beings, and are widely used in advertising and marketing. Solvil et Titus with nostalgia and love as advertising theme has continued for 20 years. They combined the meaning of love and time, and made their product become a symbol of love. It is an extremely successful case in advertising. This study attempts to analyze the text of Titus advertisements from three aspects of narrative, semiotics and myth structure, discuss the narrative structure, symbolic significance and construction process of Titus advertisements and further find out the social and cultural implications.
The research finds that advertisements of Titus mainly interprets nostalgia through color, slogans and scene setting. With the development of society, nostalgia type has changed from collective nostalgia to personal nostalgia in these advertisements. The narrative structure is love – separation – growth, through plots, slogans, camera operation and editing to combine the meaning of love and time, and construct the symbolic meaning of love for the product. Finally, there are always opposition between "happiness of love" and "pain of separation", as well as the opposition between "past" and "reality". Through such binary opposition, generate nostalgic feelings, create a sense of contradiction and conflict, and use watch as a mediating factor to adjust, in order to ease or eliminate the dilemma.
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Description: 碩士
國立政治大學
傳播學院傳播碩士學位學程
105464078
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Data Type: thesis
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