政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/17728
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  全文笔数/总笔数 : 109951/140887 (78%)
造访人次 : 46265126      在线人数 : 886
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
搜寻范围 查询小技巧：
  • 您可在西文检索词汇前后加上"双引号"，以获取较精准的检索结果
  • 若欲以作者姓名搜寻，建议至进阶搜寻限定作者字段，可获得较完整数据
    •  进阶搜寻
    政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 >  Item 140.119/17728


    请使用永久网址来引用或连结此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/17728


    题名: 譬喻平面廣告中譬喻類型與表現形式的轉變：1974-2003
    其它题名: The Transformation of Metaphor Types and Expression Styles in Print Metaphorical Advertisements：1974-2003
    作者: 吳岳剛;呂庭儀
    Wu, Yueh-Gang;Lu, Ting-Yi
    关键词: 表現形式;譬喻廣告;譬喻類型;轉變
    Metaphorical advertisement;Metaphor type;Expression style;Transformation
    日期: 2007-07
    上传时间: 2008-12-18 17:23:09 (UTC+8)
    摘要: 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.
    關聯: 廣告學研究, 28, 29-58
    数据类型: article
    显示于类别:[廣告學系] 期刊論文

    文件中的档案:

    档案 描述 大小格式浏览次数
    譬喻平面廣告中譬喻類型與表現形式的轉變：1974-2003.pdf2929KbAdobe PDF22306检视/开启


    在政大典藏中所有的数据项都受到原著作权保护.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    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。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    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。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - 回馈