English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 110944/141864 (78%)
Visitors : 48034285      Online Users : 894
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
    政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 >  Item 140.119/109203


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/109203


    Title: 臺灣日治時期商業廣告中的「戰爭」符號研 究：以《臺灣日日新報》為例
    Other Titles: ＂War＂ as a Sign in the Advertisements during Japanese Occupation of Taiwan: Taking Taiwan Jih Jih Hsin Pao 1937-1944 as an Example
    Authors: 孫秀蕙;陳儀芬
    Sun, Hsiu-hui;Chen, I-fen
    Contributors: 廣告系
    Keywords: 商業廣告;日治時期;皇民化運動;圖像符號學;臺灣日日新報;戰爭宣傳
    commercial advertisements;Japanese Occupation Period;Kominka Movement;Pictorial Semiotics;Taiwan Jih Jih Hsin Pao;the second Sino-Japanese War;wartime propaganda
    Date: 2017-01
    Issue Date: 2017-04-24 15:47:46 (UTC+8)
    Abstract: 中日戰爭於1937 年全面開打之後，臺灣總督府為了徹底執行日本帝國政策，展開了「皇民化運動」，臺灣的報紙商業廣告也開始扮演支持戰爭以及戰時宣傳的角色。本研究從圖像符號學研究觀點出發，分析1937-1944 年的《臺灣日日新報》廣告如何透過商業文本的圖文呈現，建構關於「戰爭」的意象。結果顯示，《臺灣日日新報》商業廣告定義「消費」為實踐愛國主義不可或缺之手段、規範不同角色在戰時應有的樣態、甚至自然化原本處於二元對立的符號意涵。消費者從商業廣告裡讀到的是戰爭期「國民」應有的行為規範、以及戰爭所承諾的願景。
    After the outbreak of the second Sino-Japanese War, Taiwan Governor- General`s Office launched ＂Kominka Movement＂ echoing the national polices of the Empire of Japan. Newspaper advertisements began to function as a vital tool of propaganda in the wartime. Appropriating the theory of pictorial semiotics, the present study analyzes how product advertisements of Taiwan Jih Jih Hsin Pao (Taiwan Daily News) constructed the images of ＂war＂ from 1937 to 1944. The present study finds that there are three semiotic rules concerning the presentation of war images in advertisements. First, most of the advertisements define consumption as an indispensable element to practice patriotism. Second, the advertisements of Taiwan Jih Jih Hsin Pao portray the ideal roles for different people at war and home fronts. Third, advertisements with a theme of constructions in Northern China tend to naturalize meanings of two opposite signs in pairs.
    Relation: 新聞學研究, 130, 1-47
    Data Type: article
    Appears in Collections:[廣告學系] 期刊論文

    Files in This Item:

    File Description SizeFormat
    1-47.pdf23493KbAdobe PDF2574View/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