政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/53699
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 : 46276697      在线人数 : 1317
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


    请使用永久网址来引用或连结此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/53699


    题名: 資本、殖民與跨文化研究--- 比較上海月份牌廣告畫與日治時期台灣廣告中的女性圖像
    其它题名: Capitalism, Colonialism and Cross-Cultural Studies--- Comparing the Female Images of the Classic Shanghai Calendar Posters and the Print Ads during Japanese Occupation of Taiwan
    作者: 孫秀蕙
    贡献者: 國立政治大學廣告學系
    行政院國家科學委員會
    关键词: 月份牌廣告畫;跨文化研究;女性圖像;日治時期;平面廣告;新歷史主義;圖像符號學
    Classic Chinese Calendar Posters;cross-cultural studies;femaleimages;Japanese Occupation of Taiwan;print advertisements;NewHistoricism;pictorial semiotics
    日期: 2008
    上传时间: 2012-10-18 09:20:03 (UTC+8)
    摘要: 對二十世紀初的中國上海與台灣社會而言，廣告都是外來產物。由於中國上海受到不同統治勢力的影響，加上工業化的腳步較早，所以廣告所呈現的文化面貌十分多元而混雜，甚至出現了「月份牌廣告畫」的獨特類型，成為上海早期都會文化顯著的特徵。相對於上海廣告的多元性，台灣的大眾媒體及廣告業發展之始，明顯地受到了殖民者的掌控，宣傳色彩濃厚。無論是代表施政官方的總督府、配合施政的商人組成的商業組織、亦或是被視為總督府喉舌的官報，都在日治時期廣告業發展的過程中扮演重要的角色。而廣告作為觀念或商品促銷的重要工具，其視覺表現及採用的符號，與社會、政治、經濟結構有密切關係。因此，本研究擬接續國科會研究計畫「平面廣告的圖像符號學分析：以上海老月份牌廣告畫為例」（2006-2007）與「台灣日治時期平面廣告中的女性圖像︰圖像符號學分析」（2006-2007)。以二年為期，針對日治時期（1895-1945）台灣廣告中的女性圖像，運用前期研究中所建立的平面廣告圖像符號模式與資料累積，以跨文化理論與新歷史主義理論為詮釋基調，嘗試再現日治時期台灣女性角色、地位，並說明商業廣告設計中隱含的文化、社會、政治權力鬥爭。進而比對兩個華人地區（中國上海與台灣）在資本化初期的平面廣告，研究其中女性圖像在符號運作與意義指涉上的異同。
    For both Shanghai and Taiwan societies in the early twentieth century, advertisement is a product imported by the invading powers. Because Shanghai had been governed by multiple political powers and industrialized relatively earlier, the advertisements in Shanghai exhibit a rich view of cultural panorama, resulting in a unique genre of “Classic Shanghai Calendar Posters,” once a significant urban feature of Shanghai. Comparing to the rich spectrum of advertisements developed in Shanghai, Taiwan’s mass media and advertising businesses, tightly controlled by the colonialist from the early stage, are more propaganda-oriented. The colonial government, the business associations organized by loyal businessmen and the official newspaper, they all played important roles influencing the development of print advertisements in Taiwan during the Japanese-occupation period. Advertisements are not merely vital tools promoting concepts or products; their visual representations and the adopted signs are closely related to the social, political and economic structures. Therefore, the present study will follow up the previous NSC-funded research projects: “Pictorial Semiotics of Print Advertisements: An Analysis of Classic Chinese Calendar Posters”(2006-2007) and “The Female Images in the Print Advertisements during Japanese Occupation of Taiwan: A Pictorial Semiotic Analysis”(2007-2008). Adopting the cross-cultural theories and New Historicism, the present research will be a two-year project aiming at analyzing the roles and status of female images in the advertisements of colonial Taiwan (1895-1945). Based on the samples collected and the analytical method of pictorial semiotics formulated from our previous research, the present research project in the first year will seek to explain the cultural, social and political power struggles embedded in the commercial advertising in colonial Taiwan. In the second year, we will compare the advertisements of Shanghai and Taiwan, two Chinese regions in the early stage of capitalistic development, and analyze the similarities and differences of the signifying process of the female images.
    關聯: 基礎研究
    學術補助
    研究期間:9708~ 9807
    研究經費:471仟元
    数据类型: report
    显示于类别:[廣告學系] 國科會研究計畫

    文件中的档案:

    档案 大小格式浏览次数
    1.pdf1710KbAdobe PDF21282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