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    题名: 借錢有理，消費無罪？解讀現金卡廣告中的消費文化意涵
    其它题名: A study of contemporary consumption culture from the `cash-card` commercials in Taiwan
    作者: 甘惟中
    Kan, Wei Chung
    贡献者: 國立政治大學
    廣告學研究所
    关键词: 批判理論;符號學;消費文化;現金卡
    critical theories;semiotics;consumption culture;cash-cards
    日期: 2004
    上传时间: 2013-12-19 14:38:06 (UTC+8)
    摘要: 本研究以批判理論出發，希望透過符號學的分析方法對現金卡廣告文本進行分析，進一步解讀其中隱含的消費文化意涵。在分析四則現金卡廣告後，本研究獲致以下三點結論：首先，現金卡廣告呈現「萬能」的消費意涵，廣告透過多元連結呈現消費可以成就夢想、獲得同儕認同、解決困境等等，形成「金錢至上、消費萬能」的消費氛圍﹔其次，廣告呈現「無限」的消費意涵，現金卡改變傳統先勞動後消費的型態，使得消費先可行於勞動，而在廣告刻意忽略勞動生產的因素下讓閱聽人誤有消費無限的幻覺﹔最後，廣告呈現「正當」的消費意涵，廣告中透過與過去借貸意義的對抗強化消費／借貸的正當性與合法性，而此部分也與世代價值觀的差異密切相關。最後，本研究也提出了研究限制與未來建議，建議未來研究可針對「閱聽人理解」之角度進行研究，以彌補本研究之不足。
    From the perspectives of critical theories, this paper explores the inner meanings of consumption cultures from the current cash-card commercials by means of semiotics. After analyzing four TV commercials, three main statements are concluded. First, the current commercials present the idea of consumption as "omnipotent". It implies one can achieve anything through consumption, including achieving one`s dream, obtaining the peer identification, solving the predicament etc. Second, the commercials present the "infinite" meaning of consumptions. Lack of labor in these commercials makes the audience think that they can consume everything without paying anything right away. Third, the commercials present the "legitimate" meanings of consumptions, which is closely related to the value that changes between the generations. At last, the paper proposes the limitations and the future suggestions of this research. It suggests that the future research can continue this topic from the alternative perspective of "audience recognition" to fulfill this study.
    關聯: 中華傳播學會年會研討會
    数据类型: conference
    显示于类别:[廣告學系] 會議論文

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