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題名 舞蹈建構於酒類廣告再現之研究
The Research of Dancing Construction and its Representation in Alcohol Drink TV Advertisements
作者 許秀珍
Yane Kusuma
貢獻者 黃葳威
Huang, Vivian
許秀珍
Yane Kusuma
關鍵詞 品牌
酒類廣告
符號學
電視廣告
舞蹈
Alcohol Drinks Advertisement
Brand
Dance
Semiotics
TV commercial
日期 2011
上傳時間 30-Oct-2012 14:33:31 (UTC+8)
摘要 本研究主要為探討討論三種酒類之啤酒(Beer)、烈酒(Liquor)、及紅酒(Wine)的電視廣告中，所呈現的舞蹈及其意義，以質化研究方法之符號學的理論取向，解析舞蹈的符號（舞蹈的建構背景、種類、及特徵）；轉借自舞蹈的符號（服裝、服裝的顏色）；其他廣告因素的符號（舞者、廣告文字）；非語言傳播的符號；及媒介鏡頭語言的相關符號，依據符號具與符號義的概念，及明示義與隱含義的符號分析，便以品牌的角度，討論舞蹈應用於三種酒類的電視廣告，所要傳遞的訊息與意涵，並揣摩酒商設計出其舞蹈呈現在他們的廣告，來代表與宣傳產品的目的。
     研究發現，藉由舞蹈、舞者、服裝及其顏色，搭配舞者（代言人）的肢體動作、廣告的文字、及鏡頭的一些符號，呈現於酒類廣告，可獲得企業的核心價值、根基、競爭能力等概念；品牌的形象及目標市場；產品的品味、品質、原產地等訊息。此外，不同酒類廣告，傳遞、強調不同的訊息，因此酒商在其廣告中，也設計出不同的舞蹈性質。啤酒類的廣告中，強調年輕的主題，所以啤酒廣告再現了年輕性質的舞蹈風格；烈酒廣告著重有事業成就且有社會地位的成熟男性，因此烈酒類也呈現了屬於正式、成熟性的舞蹈風格；水果酒類的廣告，多以女性為主，因此酒商所引用的舞蹈，也屬於女性演出的舞蹈性質。
This research discussed dancing construction and its meaning implied on beer, liquor, and wine, example of three different alcohol drinks which can be seen on TV advertisements. By using qualitative research methodology and semiotic theoretical approach, this research tried to analyze five different elements of dancing representation in alcohol drinks TV commercial. These elements are: the resemblance of dance symbols (such as background, type, and its characteristics), factor that contributes to dancing (such as costumes and its colors), advertising elements (such as dancers/endorsers, and texts), non-verbal communication, and visual (camera) language.
     This analysis was based on the concepts of signifier/signified and connotation/denotation. Alongside with branding point of view, this study was designed to find out the message and the meaning beyond a particular dance assigned to those advertisements. The research was also tried to identify the reasons why the firms choose to exercise a certain dance in their TV commercial as product representative and moreover to advertise it.
     The research found that through dance representation, the firms attempt to send the message about company core values, foundation, and its competitiveness, as well as the hint to its brand image and target market. The dancing that represented in the advertisements was also showing the taste, quality, and origin of its particular product. Moreover, as different type of alcohol drinks encompassed various type of messages, therefore the variety of dance generous and style were used also different. For example beer TV commercials were prominences young as a theme, thus the dance style applied within was also appertain youngster dance style. On the other hand, Liquor TV advertisements were more focus on a mature male who has carrier achievements and social statuses hence the dance style used on its advertising was far more formal and mature. Finally, wine TV advertisements were more predominantly for female rank, therefore the dance cited by the wine company was also belong to the nature of female dance performances.
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描述 碩士
國立政治大學
廣播電視學研究所
95453020
100
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0095453020
資料類型 thesis
dc.contributor.advisor 黃葳威zh_TW
dc.contributor.advisor Huang, Vivianen_US
dc.contributor.author (Authors) 許秀珍zh_TW
dc.contributor.author (Authors) Yane Kusumaen_US
dc.creator (作者) 許秀珍zh_TW
dc.creator (作者) Yane Kusumaen_US
dc.date (日期) 2011en_US
dc.date.accessioned 30-Oct-2012 14:33:31 (UTC+8)-
dc.date.available 30-Oct-2012 14:33:31 (UTC+8)-
dc.date.issued (上傳時間) 30-Oct-2012 14:33:31 (UTC+8)-
dc.identifier (Other Identifiers) G0095453020en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/54981-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 廣播電視學研究所zh_TW
dc.description (描述) 95453020zh_TW
dc.description (描述) 100zh_TW
dc.description.abstract (摘要) 本研究主要為探討討論三種酒類之啤酒(Beer)、烈酒(Liquor)、及紅酒(Wine)的電視廣告中，所呈現的舞蹈及其意義，以質化研究方法之符號學的理論取向，解析舞蹈的符號（舞蹈的建構背景、種類、及特徵）；轉借自舞蹈的符號（服裝、服裝的顏色）；其他廣告因素的符號（舞者、廣告文字）；非語言傳播的符號；及媒介鏡頭語言的相關符號，依據符號具與符號義的概念，及明示義與隱含義的符號分析，便以品牌的角度，討論舞蹈應用於三種酒類的電視廣告，所要傳遞的訊息與意涵，並揣摩酒商設計出其舞蹈呈現在他們的廣告，來代表與宣傳產品的目的。
     研究發現，藉由舞蹈、舞者、服裝及其顏色，搭配舞者（代言人）的肢體動作、廣告的文字、及鏡頭的一些符號，呈現於酒類廣告，可獲得企業的核心價值、根基、競爭能力等概念；品牌的形象及目標市場；產品的品味、品質、原產地等訊息。此外，不同酒類廣告，傳遞、強調不同的訊息，因此酒商在其廣告中，也設計出不同的舞蹈性質。啤酒類的廣告中，強調年輕的主題，所以啤酒廣告再現了年輕性質的舞蹈風格；烈酒廣告著重有事業成就且有社會地位的成熟男性，因此烈酒類也呈現了屬於正式、成熟性的舞蹈風格；水果酒類的廣告，多以女性為主，因此酒商所引用的舞蹈，也屬於女性演出的舞蹈性質。		zh_TW
dc.description.abstract (摘要) This research discussed dancing construction and its meaning implied on beer, liquor, and wine, example of three different alcohol drinks which can be seen on TV advertisements. By using qualitative research methodology and semiotic theoretical approach, this research tried to analyze five different elements of dancing representation in alcohol drinks TV commercial. These elements are: the resemblance of dance symbols (such as background, type, and its characteristics), factor that contributes to dancing (such as costumes and its colors), advertising elements (such as dancers/endorsers, and texts), non-verbal communication, and visual (camera) language.
     This analysis was based on the concepts of signifier/signified and connotation/denotation. Alongside with branding point of view, this study was designed to find out the message and the meaning beyond a particular dance assigned to those advertisements. The research was also tried to identify the reasons why the firms choose to exercise a certain dance in their TV commercial as product representative and moreover to advertise it.
     The research found that through dance representation, the firms attempt to send the message about company core values, foundation, and its competitiveness, as well as the hint to its brand image and target market. The dancing that represented in the advertisements was also showing the taste, quality, and origin of its particular product. Moreover, as different type of alcohol drinks encompassed various type of messages, therefore the variety of dance generous and style were used also different. For example beer TV commercials were prominences young as a theme, thus the dance style applied within was also appertain youngster dance style. On the other hand, Liquor TV advertisements were more focus on a mature male who has carrier achievements and social statuses hence the dance style used on its advertising was far more formal and mature. Finally, wine TV advertisements were more predominantly for female rank, therefore the dance cited by the wine company was also belong to the nature of female dance performances.		en_US
dc.description.tableofcontents 摘要 i
     英文摘要 ii
     目錄 iv
     表格目錄 viii
     圖目錄 x
     
     第一章 緒論
     壹、 研究背景 1
     一、 廣告的龐大投資 1
     二、 酒類廣告的大市場 1
     貳、 研究動機與目的 4
     一、 研究動機 4
     二、 研究目的 7
     參、 研究範圍與名詞釋義 8
     一、 研究範圍 8
     二、 名詞界定 8
     
     第二章 文獻探討
     壹、 電視廣告 12
     一、 品牌的建立 13
     二、 形象的塑造 15
     三、 商品的銷售 16
     貳、 符號學的概念 17
     一、 語言學的觀點 17
     二、 羅蘭巴特 (Roland Barthes) 19
     三、 非語言傳播符號 (Non-verbal communication/NVC) 23
     四、 媒介的鏡頭語言 28
     參、 酒類廣告 31
     一、 酒類廣告的發展 33
     二、 生活中的酒類廣告與擬像的符號世界 35
     三、 國內關於酒類廣告相關研究 36
     肆、 舞蹈藝術 37
     一、 社會中之「流行」舞蹈的發展 37
     二、 國內符號學在於舞蹈研究之相關文獻 42
     
     第三張 研究設計
     壹、 研究方法 44
     一、 質化研究法 44
     二、 分析項目 45
     貳、 研究母體與樣本 48
     一、 研究母體 48
     二、 樣本選擇 53
     
     第四張 文本分析
     壹、 台灣啤酒之「雲門舞集」廣告篇 55
     一、 舞蹈符號 57
     二、 轉借自舞蹈因素的符號 60
     三、 廣告的其他因素符號 62
     四、 非語言傳播符號 65
     五、 鏡頭符號 66
     貳、 金牌台灣啤酒之「沒再怕」廣告編 67
     一、 舞蹈符號 70
     二、 轉借自舞蹈因素的符號 75
     三、 廣告的其他因素符號 77
     四、 非語言傳播符號 79
     五、 鏡頭符號 80
     參、 百齡罈威士忌之「深藏不露」廣告篇 81
     一、 舞蹈符號 83
     二、 轉借自舞蹈因素的符號 86
     三、 廣告的其他因素符號 87
     四、 非語言傳播符號 89
     五、 鏡頭符號 90
     肆、 佛朗明哥紅酒之「口感濃郁，品味升級」廣告篇 91
     一、 舞蹈符號 94
     二、 轉借自舞蹈因素的符號 96
     三、 廣告的其他因素符號 97
     四、 非語言傳播符號 99
     五、 鏡頭符號 100
     
     第五張 結論與建議
     壹、 主要發現 102
     一、 不同舞蹈符號及其背後的建構與意義 102
     二、 轉借自舞蹈因素的符號 104
     三、 告的其他因素符號之意義 106
     四、 非語言符號所傳達的意念 107
     五、 鏡頭符號 108
     貳、 次要發現 109
     一、 啤酒廣告 109
     二、 烈酒廣告 110
     三、 水果酒廣告 111
     參、 商設計舞蹈在酒類廣告的目的 111
     肆、 研究限制與未來建議 112
     一、 文獻探討 113
     二、 研究方法 113
     三、 樣本 113
     
     參考文獻 115		zh_TW
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0095453020en_US
dc.subject (關鍵詞) 品牌zh_TW
dc.subject (關鍵詞) 酒類廣告zh_TW
dc.subject (關鍵詞) 符號學zh_TW
dc.subject (關鍵詞) 電視廣告zh_TW
dc.subject (關鍵詞) 舞蹈zh_TW
dc.subject (關鍵詞) Alcohol Drinks Advertisementen_US
dc.subject (關鍵詞) Branden_US
dc.subject (關鍵詞) Danceen_US
dc.subject (關鍵詞) Semioticsen_US
dc.subject (關鍵詞) TV commercialen_US
dc.title (題名) 舞蹈建構於酒類廣告再現之研究zh_TW
dc.title (題名) The Research of Dancing Construction and its Representation in Alcohol Drink TV Advertisementsen_US
dc.type (資料類型) thesisen
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