English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 109952/140887 (78%)
Visitors : 46313391      Online Users : 1407
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
    •  Adv. Search
    Home ‧ Login ‧ Upload ‧ Help ‧ About ‧ Administer Goto mobile version


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/101637


    Title: 幸福家庭的房車：汽車廣告中所再現的理想家庭
    Other Titles: Happy Family Car:Ideal Family Represented in Car Advertisements
    Authors: 陳志賢;蕭蘋
    Chen, Chih-Hsien;Shaw, Ping
    Keywords: 家庭形象;媒體再現;汽車廣告;符號學分析;符號學分析
    familial image;media representation;car advertisement;semiotic analysis;myth
    Date: 2008-07
    Issue Date: 2016-09-08 14:26:34 (UTC+8)
    Abstract: 本論文針對台灣近年來的汽車廣告，檢視廣告如何與家庭的文化建構（cultural construct）進行連結。本研究自「台灣CF歷史資料館」與各汽車公司的網站中，收集運用家庭形象在其內容中的汽車廣告，進行策略性的迷思結構分析，以瞭解家庭做為一種符號，是如何在再現的系統與政治中運作。具體而言，本研究探索在汽車廣告中，家庭形象如何被利用為一種說服的工具，將汽車建構成一種愛與幸福的來源，也就是汽車如何被等值化為家庭。尤其是一種中產階級、異性戀的核心家庭如何在廣告中，如何被定義為理想的「幸福」家庭，成為一種主流的家庭再現。最後，本論文也探討，如此單一的、被自然化的家庭意識型態對於與家庭有關的實踐及認同可能有的影響。
    This study examined car television commercials broadcast in the last three years in Taiwan to explore how they are related to the cultural construct “family”. Strategically, we drew upon semiotics in order to understand how family, as a symbol and powerful myth, functions within the politics of representation. Specifically, this study demonstrated how familial images were employed as a means of persuasion that ultimately portrayed the car promoted in commercials as a potential source of love and human happiness—as a place for being a family. A heterosexual, nuclear version of familialism has been defined as an ideal family type. The results led to the conclusion of that such a dominant familial ideology possibly has a profoundly pervasive influence on practices and identities.
    Relation: 新聞學研究, 96, 45-86
    Mass Communication Research
    Data Type: article
    Appears in Collections:[新聞學研究 TSSCI] 期刊論文

    Files in This Item:

    File Description SizeFormat
    96(p.45-86).pdf549KbAdobe PDF2993View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    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 ©   - Feedback