【作者】 张萍；

【导师】 张国才；

【作者基本信息】 厦门大学 ， 传播学， 2008， 硕士

【摘要】 广告是消费社会的推进器,它远远超出一般的商品消费范畴,成为编码消费者欲望和日常生活意识的重要手段。在广告自身的历史发展过程中,意识形态广告则是与现代消费社会联系最为密切的广告类型之一。台湾意识形态广告公司的广告作品在业界屡屡获得大奖,他们杰出的市场成绩赢得了广告界人士的肯定与追捧;意识形态广告作品的创作风格、创意表现受到了空前的关注。与褒扬共存的是批判性的反思,赤裸裸的消费主张是否会进一步“物化”大众,是否对社会产生负面影响。意识形态广告是富有争议性的、褒贬不一的,这就要求研究者对意识形态广告进行客观、深入地研究。本文继承了已有的研究成果,发现了以往研究的不足,在这个基础上,本研究以“台湾意识形态广告公司”的平面作品为范本,运用符号学、内容分析法、文献法等研究方法研究意识形态广告,提出了“意识形态广告”的定义;跳出过往研究仅仅着眼于图像与文本两个要素的情况,概括了意识形态广告的特征;并从宏观角度分析了意识形态广告建构消费语境的内容和功能;最后,本文采用问卷调查方法研究了高学历受众对意识形态广告的态度。更多还原

【Abstract】 Advertising is the propeller of the modern consumption society. And it’s beyond the general commodity consumption, but a mean to create consumers’ desire and daily conception of consumption. In the history of advertising itself, ideology advertising has the most tight relation with the society of consumption.Advertisements, made by Taiwan Ideology Advertising Company, got a lot of advertising awards, which brought honors and acknowledgement for them.Other advertisers payed much attention to the creative styles. At the same time,there are critics too. Some people worried about the negative consequences of the consumption proposals conveyed by ads. Because ideology advertising like a double-edged sword, it’s necessary for us to study it objectively and in depth.This paper has inherited the research results of the past studies and found their insufficiency. Taking Taiwan Ideology Advertising Company’s works as study objects and applying semiotics, text analytic method, and literature survey method to the research on the ideology advertising, this paper makes a definition of, summarizes the characteristics of, the ideology advertising, and brings out a fruit beyond the past studies which have been confined to mere illustration and text study. In this paper, in a macroscopic viewpoint, studied are also the building of the interactive environment of consumption by ideology advertising. Finally, this paper applies the questionnaire survey to study attitudes of audiences toward the ideology advertising.更多还原