English  |  正體中文  |  简体中文  |  Items with full text/Total items : 88295/117812 (75%)
Visitors : 23397549      Online Users : 98
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    政大機構典藏 > 學術期刊 > 廣告學研究 > 期刊論文 >  Item 140.119/103233
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/103233


    Title: 解讀民進黨電視「政黨錄影帶」與文宣策略研究
    Other Titles: The Analysis of TV Political ADS of DPP
    Authors: 王嵩音;陳炎明
    Keywords: 民進黨;政黨錄影帶;文宣策略
    Date: 1995-07
    Issue Date: 2016-10-25 14:49:08 (UTC+8)
    Abstract: 經由內涵意義的分析,發現民進黨政黨廣告所形塑的政治迷思有二:一是企圖樹立一套反對國民黨統治與執政的世界觀,另一是爭取人民的認同與信任。廙告中運用「台灣情結」的符碼最多,均以「台灣」作為「國家主體」或「族群認同」的表徵符號,足見「省籍情結」的對立意識仍相當濃郁。而廣告的表現形式則以說明型為主,其中又多配合問題決型的運用,與一般電視商品的敘事結構:問題→商品→美好。此處商品變成民進黨。藉由民進當的政見,隱含民眾的問題必然獲得解決。The present study tries to use semiology to analyze the underlying meanings of TV poltical advertising of Democratic Progreesive Party during 1992's Legislator Election. Two dominant political myths are found: anti-KMT and poltical identification. Autobiographic ads were used most often to express 'Twiwanese ideology' in opposition to 'Chinese ideology.' The study also finds the same narrative structure as the commercials which is problem→product(DPP)→ solution.
    Relation: 廣告學研究,6,137-161
    Data Type: article
    Appears in Collections:[廣告學研究] 期刊論文

    Files in This Item:

    File Description SizeFormat
    index.html0KbHTML202View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    社群 sharing

    著作權政策宣告
    1.本網站之數位內容為國立政治大學所收錄之機構典藏,無償提供學術研究與公眾教育等公益性使用,惟仍請適度,合理使用本網站之內容,以尊重著作權人之權益。商業上之利用,則請先取得著作權人之授權。
    2.本網站之製作,已盡力防止侵害著作權人之權益,如仍發現本網站之數位內容有侵害著作權人權益情事者,請權利人通知本網站維護人員(nccur@nccu.edu.tw),維護人員將立即採取移除該數位著作等補救措施。
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback