說服的傳播─菸品容器圖文警示之視覺語藝策略

The Persuasion of Rhetorical: Cigarette Package Graphic Warning Label Rhetorical Criticism

張露心(Chang, Lu-Hsin)

《藝見學刊》 20期 (2020/10) Pp. 59-73

https://doi.org/10.6207/ART-VISION.202010_(20).059-073

摘要

本篇論文旨在探討為防制菸害於菸品容器上使用恐懼圖片之圖文警示所建構的語藝策略。針對一個特殊的語藝─情境菸品包裝上呈現的購買與拒買雙重意涵進行研究，藉由「幻想主題分析」觀點，針對菸品容器圖文警示文本的說服意圖進行本文論述的檢視與詮釋，解讀菸品容器的語藝策略對抽菸者所建構的真實。本研究主要關切的問題是：1、世界各國在菸品容器圖文警示策略上建構出何種語藝意涵與策略？2、在菸品容器上圖文警示所呈現的幻想主題與語藝視野為何？如何說服吸煙者放棄 吸煙，及改變對吸煙的認知。研究結果發現菸品容器上圖文警示之語藝視野主要在於透過預知死亡紀事、訴求所有吸菸者與潛在吸菸者以及透過菸害圖片證據之建構召喚其覺醒與認同，希望對於吸菸者或者準吸菸者，提供第一道和最後一道自救防線。透過菸品容器的特殊語藝情境，刺激吸菸者與潛在吸菸者思考比較，菸品容器上呈現的負面訊息與菸品傳播策略所欲打造的正面形象之差別。為積極提升反菸語藝說服效果，並降低吸菸人口，政府與反菸團體必須持續在菸商利益與健康傳播對峙的「限制」中，展現語藝行動持續尋找全面防堵的創意。

關鍵字

幻想主題分析 ； 視覺語藝 ； 語藝情境 ； 菸品包裝

並列摘要

The aim of this paper is to explore the rhetorical strategy upon the cigarette package graphic warning label due to the anti-smoking strategy from the other country and how the domestic audience interpret those texts. This research try to do the research from two aspects to explore a special rhetorical situation with the paradox meaning on cigarette package: to detect the text discourse based on the point of view of fantasy theme criticism on one side, and to realize how the audience interpret the text on the other side. By comparing the encoding and decoding process to realize the interpretative community. The key issues to be answered are : 1、What is the main rhetoric strategy on the cigarette package warning label? 2、What is the fantasy theme and rhetorical vision on the cigarette package warning label? And how do the label persuade to quit smoking and change the smokers' attitude. The research finding is as follows: the rhetorical vision upon cigarette package is to summon the identification of audience through the forecast of death、appeal to all the potential audience and the change of recognition toward the smoking. Besides, the audience take a confronting interpreting approach toward cigarette package warnings. The conclusion is that government must try to break through the constraints within the situation to find out the best solution and invention to combat with the cigarette industry.

並列關鍵字

fantasy theme criticism ； rhetorical ； situation ； cigarette package