政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/57108
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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/57108


    Title: 網站文本中的符號運作:以房地產建案網站為例
    Other Titles: The Signifying Process of Real-estate Website Texts:A Structural Semiotic Analysis
    Authors: 孫秀蕙;謝雅如;陳儀芬
    Contributors: 中華傳播學會
    Keywords: 圖像分析;符號學;網站文本
    pictorial analysis;semiotics;website-text
    Date: 2010-07
    Issue Date: 2013-03-08 15:34:56 (UTC+8)
    Abstract: 網路的普及使得大眾越來越依賴網站資訊，作為消費依據。網路的超鏈結功能可讓瀏覽者任意跳接文本，這使得網路文本的核心意義流動不定；對於把網站作為重要傳播銷售工具的企業來說，該如何將網站的訊息正確地傳達給瀏覽者是重要議題之一。本研究挪用並調整法國符號學者Roland Barthes 提出的圖文兼具的廣告文本研究取徑，據以分析房地產建案網站的文本，希冀能發掘網站文本中的符號意義指涉及其運作形式。本文發現，經由刻意的設計，網路文本限制了意義可能的開展，運用圖文符號的預設意義功能、以及情境意義功能等，將建案網站的核心意義保持單一，以方便建案行銷人員進行行銷推廣活動。
    We have entered an era in which hypertext has become a major information source for the audience. Hypertext allows the Internet surfers customize reading path based on their personal interests. However, the infinite hyperlinks between web-pages pose a challenge to marketing and advertising professionals. The study intends to describe the signifying process of the website texts based on Roland Barthes’ image-text analytical approach. We first appropriate Barthes’ analytical
    method by taking the features of websites into consideration. Secondly, we choose three real-estate websites and analyze the signifying process of these web messages.We conclude that commercial websites frames website viewers’ perception by utilizing the anchorage and relay functions proposed by Barthes. That is, the meanings of samples under this study are limited to a single voice so as to strengthen the persuasion effects.
    Relation: 2010 中華傳播學會年會論文œƒ
    Data Type: conference
    Appears in Collections:[Department of Advertising] Proceedings

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