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題名：廣告文化理論學派之探討--三種解讀廣告文本的取徑分析
書刊名：廣告學研究
作者：胡光夏 引用關係
作者(外文)：Hu, Guang-shiash
出版日期：1999
卷期：13
頁次：頁93-111
主題關鍵詞：廣告文化理論；廣告文本；Cultural advertising theory；Texts
原始連結：連回原系統網址new window
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  • 被引用次數被引用次數:期刊(6) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:4
  • 共同引用共同引用:114
  • 點閱點閱:129
　　　　　本文旨在探討當前廣告文化理論（ Cultural advertising theory ）研究廣告文 本（ Texts ）的三個主要取向：文化學派、社會學派以及管理學派。 廣告文化研究主要是 在尋求將廣告文本意涵的本質加以概念化，著重分析廣告文本的意涵是如何經由不同的文本 形式與結構所形成， 以及探索閱聽人的文化認知（ Cultural understandings ）與其解讀 廣告文本的策略。文化學派著重在探討不同形式與結構的廣告文本如何建構廣告的意涵，以 及閱聽人的文化認知與生活經驗如何建構廣告文化意涵。社會學派則試圖運用文化學派的觀 點， 來描述「社會所建構的詮釋社群」（ Socially-constructed interpretive communities ）在解讀相同廣告文本時的差異。管理學派則著重分析與評估廣告主所要傳達 的廣告訊息，究竟傳達多少。 本文首先探討廣告文本意涵的存在本質問題，進而探討各學派的主要研究者與主要論述。最 後，本論文探討未來廣告文化研究的方向。本文目的不在比較不同學派間的優缺點，而是在 探討廣告文化理論主要學派的論點，並瞭解各學派研究特色，希望能藉此擴展廣告研究的面 向，進而提供學者未來在從事有關廣告與文化研究時能加以運用。
　　　　　The main purpose of this research is to discuss the three different approaches in the cultural advertising theory: cultural, sociological, and managerial approach. Cultural advertising research is intended to conceptualize the nature of the meanings of advertisements, to analyze how these meanings are generated both bythe formal and structural characteristics of the advertising texts, and to explore what the cultural understandings and the interpretive strategies of the audience are. Cultural approach seeks to explain how the meanings of advertisements are organized both by the formal and structural features of the advertising texts and the cutural understandings and personal experiences of the audience. Sociological approach tries to apply some perspectives of the cultural approach to describe differences in advertising meanings across socially-constructed interpretive communities. Managerial aproach is intended to examine how well advertisements communicate meanings intended by their advertisers. This research addresses three majar areas: first, it examines the nature of the meanings of the advertising texts. Second, it reviews the main researchers and assumptions of the three different approaches. Finally, this paper presents the future study of the advertising texts. In essence, this research is not intended to compare the advantages and pitfalls of three different approaches. On the contrary, the author hopes that this research can bring different perspectives of the advertising reseach, which can be used by other scholars.
期刊論文
1.McQuarrie, E. F.、Mick, D. G.(1992)。On resonance: A critical pluralistic inquiry into advertising rhetoric。Journal of Consumer Research，19(2)，180-197。  new window
2.Deighton, John、Romer, Daniel、McQueen, Josh(1989)。Using drama to persuade。Journal of Consumer Research，16(3)，335-343。  new window
3.Scott, L. M.(1990)。Understanding jingles and needledrop: A rhetorical approach to music in advertising。Journal of Consumer Research，17(2)，223-236。  new window
4.Mick, D.、Gland Buhl, C.(1992)。A Meaning-Based Model of Advertising Experiences。Journal of Consumer Research，19，317-338。  new window
5.Leymore, V.(1982)。The Structural Factor in Systems of Communication。British Journal of Sociology，33，421-434。  new window
6.McCracken, Grant(1986)。Culture and Consumption: A Theoretical Account of the Structural and Movement of the Cultural Meaning of Consumer Goods。Journal of Consumer Research，13，71-84。  new window
7.Mueller, B.(1992)。Standardization vs. specialization: An examination of westernization in Japanese Advertising。Journal of Advertising Research，32(1)，15-24。  new window
8.McCracken, Grant(1989)。Who is the celebrity endorser? Cultural foundations of the endorsement process。Journal of Consumer Research，16(3)，310-321。  new window
9.Tsao, J. C.(1994)。Advertising and Cultural Values: A Content Analysis of Advertising in Taiwan。Gazette，53，93-110。  new window
10.Pollaly, R. W.、Gallagher, K.(1990)。Advertising and Cultural Values: Reflections in the Distorted Mirror。International Journal of Advertising，9(4)，359-372。  new window
11.Pollay, Richard W.(1986)。The Distorted Mirror: Reflections on the Unintended Consequences of Advertising。Journal of Marketing，50(2)，18-36。  new window
12.Stigler, George Joseph(1961)。The Economics of Information。Journal of Political Economy，69(3)，213-225。  new window
13.黃仁宏(19950600)。Cultural Values as Manifested in U.S. and Taiwan Television Advertising。交大管理學報，15(1)，1-18。new window  new window
14.Belk, Russell W.、Pollay, Richard W.(1985)。Images of Ourselves: The Good life in Twentieth Century Advertising。Journal of Consumer Research，11，887-897。  new window
15.Domzal, Teresa J.、Kernan, Jerome B.(1992)。Reading Advertising: The What and How of Product Meaning。Journal of Consumer Marketing，9(3)，48-64。  new window
16.Humphrey, Ronald、Schuman, Howard(1984)。The Portrayal of Blacks in Magazine Advertisements: 1950-1982。Public Opinion Quarterly，48，551-563。  new window
17.Macklin, M. Carole、Kolbe, Richard H.(1984)。Sex Role Stereotyping in Children, Advertising: Current and Past Trends。Journal of Advertising，13(2)，34-42。  new window
18.Mueller, Barbara(1987)。Reflections of Culture: An Analysis of Japanese and American Advertising Appeal。Journal of Advertising Research，27，51-59。  new window
19.Neuman, W. R.(1982)。Television and American Culture: The Mass Medium and the Pluralist Audience。Public Opinion Quarterly，46，471-487。  new window
20.Stern, Barbara B.(1989)。Literary Criticism and Consumer Research: Overview and Illustrative Analysis。Journal of Consumer Research，16，322-334。  new window
21.Stern, Barbara B.(1993)。Feminist Literary Criticism and the Deconstruction of Ads: A Postmodern View of Advertising and Consumer Responses。Journal of Consumer Research，19，556-566。  new window
22.Stern, Barbara B.(1995)。Consumer Myths: Fyre's Taxonomy and the Structural Analysis of Consumption Text。Journal of Consumer Research，22(2)，165-185。  new window
23.陳文玲(199510)。第三者倶樂部--符號學家與廣告人的微妙情結。廣告雜誌，54，6-11。  延伸查詢new window
24.Gilly, M.(1988)。Sex roles in advertising: A comparison of television advertisements in Australia, Mexico and the United States。Journal of Marketing，52(4)，75-85。  new window
25.Scott, L. M.(1994)。The bridge from text to mind: Adapting reader-response theory to consumer research。The Journal of Consumer Research，21(3)，461-480。  new window
26.Scott, Linda M.(1994)。Images in Advertising: The Need for a Theory of Visual Rhetoric。Journal of Consumer Research，21(2)，252-273。  new window
27.MacInnis, Deborah J.、Moorman, Christine、Jaworski, Bernard J.(1991)。Enhancing and measuring consumers' motivation, opportunity, and ability to process brand information from ads。Journal of Marketing，55(4)，32-53。  new window
28.孫秀蕙(19960700)。解讀美容瘦身廣告--以閱聽人分析為主的個案探討。臺灣社會研究，23，219-253。new window  延伸查詢new window
會議論文
1.何天立、周雯翎、魏延華、薛瑞琦(1998)。東西文化間的廣告「語境」的差異。第六屆中華民國廣告暨公共關係學術與實務研討會。台北：木柵。  延伸查詢new window
2.鄒永勝、莊明振(1998)。廣告中的修辭現象與視覺創意研究。第六屆中華民國廣告暨公共關係學術與實務研討會。台北：木柵。  延伸查詢new window
研究報告
1.Holt, Douglas、Mulvey, Michael(1996)。The Reading Profile: An Interpretive Framework for Analyzing the Meanings of ADS。The Pennsylvania State University。  new window
學位論文
1.黃裕華(1995)。廣告中性別角色描繪趨勢之分析：臺灣與美國雜誌廣告的比較(碩士論文)。國立交通大學。  延伸查詢new window
2.王玲如(1993)。電視廣告中性別角色描繪的研究--台灣與美國的比較(碩士論文)。國立交通大學。  延伸查詢new window
3.蘇玲霞(1989)。從記號學的觀點分析和解釋洋菸廣告的內容(碩士論文)。中國文化大學。  延伸查詢new window
4.鄭文政(1994)。台灣與美國近代廣告文化價值趨勢分析(碩士論文)。國立交通大學。  延伸查詢new window
5.唐維敏(1991)。影像與意識形態：電視廣告的符號學分析--以司迪麥電視廣告為例(碩士論文)。輔仁大學。  延伸查詢new window
圖書
1.McQuail, Denis、Windahl, Sven(1981)。Communication models for the study of mass communications。Longman。  new window
2.Hoggart, Richard(1969)。Contemporary Cultural Studies: An Approach to the Study of Literature and Society。Birmingham Publication。  new window
3.Stam, Robert、Burgoyne, Robert、Flitterman-Lewis, Sandy(1992)。New vocabularies in Film semiotics: Structuralism, post-Structuralism, and Beyond。Routledge Press。  new window
4.McQuail, D.(1994)。Mass Communication Theory。London：Thousand Oaks, Ca：Sage。  new window
5.Barthes, Roland(1973)。Mythologies。Paladin。  new window
6.Assael, Henry(1995)。Consumer behavior and marketing action。South-Western College Publishing。  new window
7.Frith, K. T.(1997)。Undressing the Ad: Reading Culture in Advertising。New York：Peter Lang。  new window
8.Leibes, Tamar、Katz, Elihu(1990)。The export of meaning: Cross-cultural readings of Dallas。New York：Oxford University Press。  new window
9.McLuhan, Marshal(1964)。Understanding Media。New York：McGraw-Hill。  new window
10.Derrida, Jacques(1978)。Writing and Differences。Chicago, IL：University of Chicago Press。  new window
11.Dyer, Gillian(1982)。Advertising As Communication。Methuen。  new window
12.Ewen, Stuart(1991)。All Consuming Images: The Politics of Style in Contemporary Culture。New York：Basic Books。  new window
13.Goffman, Erving(1979)。Gender Advertisements。Cambridge, MA：Harvard University Press。  new window
14.Goldman, Robert(1988)。Reading Ads Socially。London：Routledge。  new window
15.Leiss, William、Kline, Stephen、Jhally, Sut(1990)。Social Communication in Advertising: Persons, Products, & Images of Well-Being。London：NY：Routledge。  new window
16.Mueller, Barbara(1996)。International Advertising-Communication Across Cultures。Belmort, CA：Wadsworth Publishing Company。  new window
17.O'Barr, William(1994)。Culture and the Art: Exploring Otherness in the World of Advertising。Boulder, CO：Westview Press。  new window
18.Schudson, Michael(1986)。Advertising: The Uneasy Persuasion。New York：Basic Books。  new window
19.Williamson, Judith(1978)。Decoding Advertisements: Ideology and meaning in Advertisements。New York：Marion Boyer Publishers。  new window
20.陳望道(1968)。修辭學發凡。台北：學生出版社。  延伸查詢new window
21.黃新生(1987)。媒介批評：理論與方法。台北：五南圖書出版公司。new window  延伸查詢new window
22.孫秀蕙、馮建三(19950000)。廣告文化。臺北：揚智文化。new window  延伸查詢new window
23.張錦華(19940000)。媒介文化、意識形態與女性：理論與實例。臺北：正中書局。new window  延伸查詢new window
24.Wernick, Andrew(1991)。Promotional Culture: Advertising, Ideology and Symbolic Expression。Sage。  new window
25.Jensen, Klaus B.、Jankowski, Nicholas W.、唐維敏(1996)。大眾傳播研究方法--質化取向。五南。  延伸查詢new window
26.Morley, David(1992)。Television, Audiences and Cultural Studies。Routledge。  new window
27.Jacobson, F. Michael、Mazur, Laurie Ann(1995)。Marketing Madness: A Survival Guideform a Consumer Society。Boulder, Colorado：Westview Press。  new window
圖書論文
1.McCarty, J. A.(1994)。The role of cultural value orientations in cross-cultural research and international marketing and advertising。Global and multinational advertising。Hillsdale, New Jersey：Lawrence Erlbaum Associates, Inc.。  new window
2.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
3.Durand, Jacques(1987)。Rhetorical Figures in the Advertising Message。Marketing and Semiotics: New Directions in the Study of Signs for Sale。Berlin：Mouton de Gruyter。  new window
4.Hall, Stuart(1980)。Encoding/Decoding。Culture, Media, Language: Working Papers in Cultural Studies。London：Hutchinson。  new window
5.McCracken, Grant(1987)。Advertising: Meaning or Information。Advances in Consumer Research。Provo, UT：Association for Consumer Research。  new window
6.McQuarrie, Edward(1989)。Advertising Resonance: A Semiological Perspective。Interpretive Consumer Research。Provo, UT：Association for Consumer Research。  new window
 
 
 
 
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