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題名：幸福家庭的房車：汽車廣告中所再現的理想家庭
書刊名：新聞學研究
作者：陳志賢／蕭蘋 引用關係
作者(外文)：Chen, Chih-hsien／Shaw, Ping
出版日期：2008
卷期：96
頁次：頁45-86
主題關鍵詞：家庭形象；媒體再現；汽車廣告；符號學分析；迷思；Familial image；Media representation；Car advertisement；Semiotic analysis；Myth
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(8) 博士論文(1) 專書(2) 專書論文(1)
  • 排除自我引用排除自我引用:8
  • 共同引用共同引用:29
  • 點閱點閱:261
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.
期刊論文
1.Heintz, K. E.(1992)。Children's Favorite Television Families: A Descriptive Analysis of Role Interactions。Journal of Broadcasting and Electronic Media，36，443-451。  new window
2.Albada, K.(2000)。The Public and Private Dialogue about the American Family on Television。Journal of Communication，50(4)，79-110。  new window
3.劉慧雯(20020100)。Saussure符號學理論在廣告研究中的應用--文本意義研究的更弦易幟。新聞學研究，70，197-227。new window  延伸查詢new window
4.Pollay, Richard W.(1986)。The Distorted Mirror: Reflections on the Unintended Consequences of Advertising。Journal of Marketing，50(2)，18-36。  new window
5.方孝謙(19960100)。形象廣告「臺灣魚」的符號學分析：聚合、組合及其應用。新聞學研究，52，149-165。new window  延伸查詢new window
6.Perse, E. M.、Pavitt, C.、Burggraf, C. S.(1990)。Implicit Theories of Marriage and Evaluations of Marriage on Television。Human Communication Research，16，387-408。  new window
7.Press, A.、Strathman, T.(1994)。Work, Family, and Social Class in Television Images of Women: Primetime Television and the Construction of Postfeminism。Women and Language，16，7-15。  new window
8.McNeil, J.(1975)。Feminism, Femininity, and the Television Series: A Content Analysis。Journal of Broadcasting，19，259-269。  new window
9.Douglas, W.、Olson, B. M.(1996)。Subversion of the American Family?: An Examination of Children and Parents in Television Families。Communication Research，23，73-99。  new window
10.Signorielli, N.(1982)。Marital Status in Television Drama: A Case of Reduced Options。Journal of Broadcasting，26，585-597。  new window
11.Adams, J.(1983)。The Familial Image in Rhetoric。Communication Quarterly，31，56-61。  new window
12.Dail, P.、Way, W.(1985)。What Do Parents Observe about Parenting from Prime-time Television?。Family Relations，34，491-499。  new window
13.Skill, T.、Robinson, J. D.(1994)。Four Decades of Family on Television: A Demographic Profile, 1950-1989。Journal of Broadcasting and Electronic Media，38，449-464。  new window
14.Greimas, A. J.(1968)。The Interaction of Semiotic Constraints。Yale French Studies，41，86-105。  new window
15.廣告雜誌(2005)。2004年《Gunn Report》全球廣告創意報告。廣告雜誌，167，44-47。  延伸查詢new window
16.Lipsitz, G.(1986)。The Meaning of Memory: Family, Class, and Ethnicity in Early Network Television Programs。Cultural Anthropology，1(4)，355-387。  new window
17.Helmer, J.(1992)。Love on Bon: How McDonald's Won the Burger Wars。The Journal of Popular Culture，26(2)，85-97。  new window
18.Perlmutter, D. D.(1994)。Visual Historical Methods: Problems, Prospects, Applications。Historical Methods，27(4)，167-184。  new window
19.Tueth, M. V.(2000)。Fun City。Journal of Popular Film & Television，28(3)，98-107。  new window
會議論文
1.蕭蘋、Chang, Wen-Chia(2006)。We are Family: Mythologies of Family in Taiwan's McDonald's Commercials。0。  new window
2.Gerbner, G.、Gross, L.、Morgan, M.、Signorielli, N.(1980)。Media and the Family: Images and Impact。0。  new window
圖書
1.Levi-Strauss, Claude(1969)。The Raw and the Cooked。New York：Harper & Row。  new window
2.Taylor, E.(1989)。Prime Time Families。Berkeley, CA：University of California Press。  new window
3.Kilbourne, Jean、Kilbourne, J.(1999)。Deadly Persuasion: Why Women and Girls Must Fight the Addictive Power of Advertising。New York, NY：Free Press。  new window
4.Goldman, Robert(1992)。Reading Ads Socially。London：Routledge。  new window
5.Jhally, Sut(1990)。The codes of advertising: Fetishism and the political economy of meaning in the consumer society。Routledge。  new window
6.Rotzoll, K. B.、Haefner, J. E.、Sandage, C. H.(1990)。Advertising in Contemporary Society。Chicago, IL：Cincinnati, OH.：South-Western Publishing Co.：South-Western。  new window
7.Barthes, Roland、Heath, Stephen(1977)。Image,Music,Text。New York：Noonday Press。  new window
8.Berger, John、Mohr, Jean(1982)。Another Way of Telling。New York, NY：Writers and Readers。  new window
9.Dyer, Gillian(1982)。Advertising as Communication。London：New York：Routledge。  new window
10.Lacan, Jacques、Sheridan, Alan(1997)。Ecrits: A Selection。New York：W. W. Norton。  new window
11.Barthes, Roland、Lavers, Annette(1972)。Mythologies。New York：Hill and Wang。  new window
12.Dow, Bonnie J.(1996)。Prime-Time Feminism: Television, Media Culture, and the Women's Movement Since 1970。Philadelphia：University of Pennsylvania Press。  new window
13.Deleuze, Gilles、Guattari, Félix、Hurley, Robert、Seem, Mark、Lane, Helen R.(1977)。Anti-Oedipus: Capitalism and Schizophrenia。New York：Viking Press。  new window
14.Leiss, William、Kline, Stephen、Jhally, Sut(1990)。Social Communication in Advertising: Persons, Products and Images of Well-being。Scarborough, Ontario：Nelson Canada。  new window
15.Sontag, Susan(1990)。On Photography。New York：Anchor Books。  new window
16.O'Barr, William M.(1994)。Culture and the Ad: Exploring otherness in the world of advertising。Westview Press。  new window
17.Wernick, Andrew(1991)。Promotional Culture: Advertising, Ideology and Symbolic Expression。Sage。  new window
18.Ball, M.、Smith, G.、Ball, M. S.(1992)。Analyzing visual data。Analyzing visual data。London, UK。  new window
19.Metz, C.(1982)。The Inaginary Signifier: Psychoanalysis and the Cinema。The Inaginary Signifier: Psychoanalysis and the Cinema。Bloomington, IN。  new window
20.Levi-Strauss, C.(1976)。Structural Anthropology, Vol. 2。Structural Anthropology, Vol. 2。Chicago, IL。  new window
21.Greenberg, B.、Hines, M.、Buerkel-Rothfuss, N.、Atkin, C.(1980)。Family Role Structures and Interactions on Commercial Television。Life on Television: Content Analyses of U.S. TV Drama。Norwood, NJ。  new window
22.Greenberg, B.(1982)。Television and Role Socialization: An Overview。Television and Behavior: Ten Years of Scientific Progress and Implications for the Eighties, Vol. 2。Rockville, MD。  new window
23.Jameson, F.(1990)。Signature of the Visible。London, UK：Routledge。  new window
24.(2001)。The Routledge Companion to Semiotics and Linguistics。The Routledge Companion to Semiotics and Linguistics。London, UK。  new window
25.Jhally, S.(1989)。Advertising as Religion: The Dialectic of Technology and Magic。Cultural Politics in Contemporary America。New York, NY。  new window
26.Frith, K. T.(1995)。Advertising and Mother Nature。Feminism, Multiculturalism, and the Media: Global Diversities。Thousand Oaks, CA。  new window
27.Kellner, D.(1995)。Advertising and Consumer Culture。Questioning the Media。Thousand Oaks, CA。  new window
28.Barcy, M.、Hanak, K.(1984)。Television and the Family: The Hungarian Report。Television and the Image of the Family。München, Germany。  new window
29.Linne, O.、Nielsen, N.(1984)。The Family and Its Problems: Portrayal of the Family during a Week of Danish Television。Television and the Image of the Family。München, Germany。  new window
30.Jones, M.(1984)。The Family on Television: The Portrayal of the Family on British Television。Television and the Image of the Family。München, Germany。  new window
31.Stewart, D.(1984)。The Television Family: A Content Analysis of the Portrayal of Family Life in Prime Time Television。The Television Family: A Content Analysis of the Portrayal of Family Life in Prime Time Television。München, Germany。  new window
32.Roberts, E.(1982)。Television and Sexual Learning in Childhood。Television and Behavior: Ten Years of Scientific Progress and Implications for the Eighties, Vol. 2。Washington, DC。  new window
33.Jameson, F.(1988)。The Ideologies of Theory, Essays 1971-1986, Vol. 2: The Syntax of History。The Ideologies of Theory, Essays 1971-1986, Vol. 2: The Syntax of History。Minneapolis, MN。  new window
34.Williams, R.(1980)。Problems in Materialism and Multure: Selected Essays。Problems in Materialism and Multure: Selected Essays。London, UK。  new window
35.Banks, M.、Morphy, H.(1997)。Rethinking Visual Anthropology。New Haven, CT：Yale University Press。  new window
圖書論文
1.Sherry, J. F.(1987)。Advertising as a cultural system。Marketing and semiotics: New directions in the study of signs for sale。New York：Mouton de Gruyter。  new window
2.Hall, S.(1973)。The Determinations of News Photographs。The Manufacture of News。London, UK：Constable。  new window
3.Kolodny, Annette(1985)。Dancing through the Minefield: Some Observations on the Theory, Practice, and Politics of a Feminist Literary Criticism。The Feminist Criticism。New York, NY：Pantheon Books。  new window
4.喻維欣(2003)。家庭。社會學與臺灣社會。臺北：巨流。new window  延伸查詢new window
 
 
 
 
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