| dc.contributor | 廣告系 | |
| dc.creator (作者) | 許如婷 | zh_TW |
| dc.date (日期) | 2000-01 | |
| dc.date.accessioned | 20-Oct-2016 15:21:04 (UTC+8) | - |
| dc.date.available | 20-Oct-2016 15:21:04 (UTC+8) | - |
| dc.date.issued (上傳時間) | 20-Oct-2016 15:21:04 (UTC+8) | - |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/103086 | - |
| dc.description.abstract (摘要) | 本研究以耐吉、愛迪達斯、銳跑三種全球行銷品牌之運動球鞋廣告文本為分析對象，並藉由符號學（semiotics）之分析取徑，企圖對廣告中西方現代化意象，亦即廣告中的西方化及殖民化的呈現作一解構。研究結果發現，本研究所選取的三種廣告文本中，包括廣告場景、廣告主角、廣告語言使用，及廣告中電腦科技的使用等，都具有西方現代化的象徵。而這樣的現象不但持續的建構了西方價值體系的論述主體，更促成了西方與東方之間我者與他者的對立殖民關係。 | |
| dc.description.abstract (摘要) | This research analyzes sport-shoes advertising of three global marketing brands - Nike, Adidas, and Reebok - by means of semiotics, attending to deconstruct the image of modernity implied in advertising. The researcher discovers that the text of advertising, including settings, characters, language-usage, and computer-technology etc., contains the symbol of western modernity. This kind of phenomenon not only constructs the discourse of western value-system, but also continently facilitates the colonial relationship between West (We) and East (Others). | |
| dc.format.extent | 109 bytes | - |
| dc.format.mimetype | text/html | - |
| dc.relation (關聯) | 廣告學研究, 14, 53-93 | |
| dc.relation (關聯) | The Journal of Advertising & Public Relations | |
| dc.subject (關鍵詞) | 球鞋廣告 ; 西方現代化 | |
| dc.title (題名) | 球鞋類廣告：西方現代化情境的神話解構 | zh_TW |
| dc.title.alternative (其他題名) | Sport-shoes advertising: deconstructing the myth of Western modernity | |
| dc.type (資料類型) | article | |
