考察明治時代後期《台灣日日新報》上刊登廣告—種類與表達形式的差異以及社會符碼性

Consideration of Advertisement at the Latter Term of Meiji Era in 'Taiwan Nichinichi Shinpo': Focusing on Genre, Expressive Form and the Social Singe

落合由治(Yuji Ochiai)

《淡江日本論叢》 23輯 (2011/06) Pp. 107-131

https://doi.org/10.29714/TKJJ.201106.0006

摘要

本論文取材自日本統治時代的報紙《台灣日日新報》上面刊登的廣告，調査取樣為明治中期至末期（1897、1902、1907、1912年）之間的4年當中的4月10日的所有廣告。並同時特別留意各年度的變化、傳達出的訊息。考察結果如下：（1） 廣告種類以販賣・製品的廣告最多、服務、交通、人事經常刊登、教育．圖書逐漸増加。1912年起增加了徵才、求職、不動産等廣告介紹。（2） 廣告方法可以看出：從「毫無設計．漢字．片假名」的廣告，而逐漸增加為「有設計．漢字．平假名」的廣告趨勢。（3） 著眼廣告種類， 可以看出明治後半期，總督府強力介入管控廣告。（4） 象徵近代化的「汽船」與「販藥」等是與日本國內睽異，可以看做為台灣近代化的社會符碼。

關鍵字

《台灣日日新報》 ； 廣告 ； 種類 ； 年度變化 ； 社會符碼

並列摘要

This thesis is chosen as an investigation sample targeted for all advertisement on each April 10th of 4 years (1897 or 1902 or 1907 and 1912) in the last years from Meiji latter term from advertisement material of newspaper ”Taiwan Nichinichi Shinpo” in the Japanese government age of Taiwan. This paper has decided some remarkable points and has analyzed an annual change and the contents. The result of analysis is as follows.(1) There are a lot of sale and products for the genre of the advertisement. Moreover, the genre of the advertisement is served, and traffic and human affairs are always published. The education and books increase gradually. There are introduction advertisements of the job offer, job hunting, and the real estate, etc. since 1912.(2) Advertisement of ”designed, expressions of kanji and hiragana” can judge the tendency which increases by a way of advertisement from advertisement of ”without the designs, expressions of kanji and katakana”.(3)In view of an advertising genre, it is not possible to look for the tendency to which the governor-general prefecture was managing the advertisement at the time of the latter half of the Meiji era if it says within this range of the investigation.(4) From these advertisements, ”Steamship” and ”Drug” are surmisable with the symbol of the modernization as a social sign of Taiwan at that time. Moreover, we can suppose that some sign processes were different rom Japan proper in that era.

並列關鍵字

"Taiwan Nichinichi Shinpo" ； advertisement ； genre ； annual change ； social sign