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    政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 >  Item 140.119/17728
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/17728


    Title: 譬喻平面廣告中譬喻類型與表現形式的轉變:1974-2003
    Other Titles: The Transformation of Metaphor Types and Expression Styles in Print Metaphorical Advertisements:1974-2003
    Authors: 吳岳剛;呂庭儀
    Wu, Yueh-Gang;Lu, Ting-Yi
    Keywords: 表現形式;譬喻廣告;譬喻類型;轉變
    Metaphorical advertisement;Metaphor type;Expression style;Transformation
    Date: 2007-07
    Issue Date: 2008-12-18 17:23:09 (UTC+8)
    Abstract: 思考是譬喻的本質,語文是譬喻思考的「表象」。同樣的,廣告如同語文,也是譬喻思考的一種表達形式。因此,譬喻廣告可以分成「譬喻」跟「廣告表現」兩個層面來觀察。本文抽樣1974-2003年三大報1,078則廣告進行內容分析,以了解譬喻廣告的應用如何隨時代而改變。結果顯示:(1)譬喻廣告越來越常見。(2)在譬喻類型上,「關係相似」一直佔90%左右。(3)在表現形式上,「圖像譬喻」越來越多,「圖文譬喻」越來越少;「結合」越來越多,「並置」越來越少。(4)廣告中有10%左右的譬喻,是以文字(標題)呈現。(5)視覺失衡的現象越來越多。
    The essence of metaphor is thought, and language is the surface realization of thinking metaphorically. Similarly, advertising is like language, and is also a form of expressing metaphoric thoughts. Therefore, metaphoric ads can be observed on the levels of "metaphor" and "advertising expression." This study content-analyzes 1078 ads sampled from three major newspapers during 1974-2003 to understand how metaphoric ads transform with time. The results indicate: (1) Metaphoric advertisements appear more often than ever. (2) In terms of metaphor types, "relational similarity" has 90% share. (3) In terms of expression styles, "pictorial metaphor" increases and "verbo-pictorial" metaphor decreases gradually; "fusion" increases and "juxtaposition" decreases gradually. (4) Ten percent of metaphors are presented verbally (via headlines). (5) The phenomenon of visual dissonance are growing with time.
    Relation: 廣告學研究, 28, 29-58
    Data Type: article
    Appears in Collections:[廣告學系] 期刊論文

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