新制度主義下金門日報廣告研究：以1949年至2022年為例

金門日報的廣告與金門社會的發展息息相關，可以說就是金門社會發展的縮影與呈現。從廣告本身與變遷方式，更能回應當時情境，環境的變遷依新制度主義之政治、經濟與社會發展，探求其發展及演變，藉由蒐集半個世紀金門日報與正氣中華報之廣告，將金門分為戰火漫延時期（1949—1955）；戰地政務時期（1956—1991）；解除戰地政務時期（1992—2000）；小三通交流時期（2001—2022）探討。研究發現：前者，廣告本身可由各廣告概況、內容與表現來觀察，發現在廣告要求方式以理性為主、感性為輔；文字表現早期多以成語呈現、文字充滿戰地特色、近年常見自由感性文字；圖像畫面則由手繪圖片到照片圖像、由單張到系列圖片；後者，從廣告來觀察四個時期的變遷？首先，戰火漫延時期，報紙廣告以社會服務性質為主，廣告數量少，大都為尋人、覓物、感謝小啟，以服務軍人為旨，突顯亂世尋親圖與社會關係表；戰地政務時期，廣告特色集中在地方特色產業（汽水、味精）的彰顯、美好生活的追求與.電影娛樂一支獨秀；解除戰地政務後，商業廣告與社會廣告大量出現，主要特色在1.廣告產品更豐富、2.現代化生活的呈現、3.房屋、觀光廣告大增、4.娛樂形式多元化，同時也出現政治廣告；小三通交流時期，廣告具有量大、篇幅小、種類多元的特色，內容上兩岸交流相關行業多、外籍看護興起、營造土地仲介活絡、個人養生重視與競選廣告火力十足。

關鍵字

新制度主義；金門日報社；廣告

並列摘要

The advertisements found in the newspaper Kinmen Daily News are closely related to and can be said to be an epitome and presentation of the development of Kinmen society. The advertisements themselves and their evolution over time reflect the societal context at each point in time. The changes in the environment are explored from the perspective of the political, economic, and social development of New Institutionalism by collecting the advertisements in the Kinmen Daily News and Zhengqi Zhonghua Newspaper over the past 50 years and categorizing the development in Kinmen into 4 periods, namely, the period of war (1949-1955), martial law period (1956-1991), post-martial law period (1992-2000), and Mini Three Links period (2001-2022). The findings on advertisements were identified by observing the overviews, contents, and expressions of advertisements, and it was found that the requirement for advertising was mainly to address rational claims, with emotional claims used as a supplement. Text expression at the early stages was mostly presented through idioms and characterized by the wartime writing style. In recent years, liberal and emotional contents in text are more popular. Images have changed from hand drawings to photographic images and from single images to a series of photos. The changes in the environment in these periods can be examined through these advertisements. First, advertisements in the war period were mainly for social services, and appeared in low volumes, mostly involving notices for missing people, lost objects, or notes of gratitude, with the purpose of serving the military and highlighting the search for family and social relations in troubled times. During the martial period, most advertisements were focused on (1) promoting local specialty industries (soda and monosodium glutamate), (2) pursuing a better life, and (3) movies and entertainment. During the post-martial period, business and social commercials were arising in large volumes, with the main characteristics being (1) a greater variety of advertised products, (2) the presentation of modern life, (3) an increase in housing and tourism advertisements, (4) the diversification of the forms of entertainment, and (5) the emergence of political advertisements. The advertisements in the Mini Three Links period were characterized by a large volume, in small spaces, and with a variety in their contents, mostly addressing industries related to cross-strait exchanges, foreign nursing care, estate agencies, personal health, and advertisements for election candidates. Comparative studies across geographic regions are recommended for future subsequent research, for example, the comparison between advertisements in Kinmen and Xiamen, Mainland China, Taiwan, and international advertisements, as well as a comparison between advertisements in Taiwan and in Mainland China.

並列關鍵字

New Institutionalism ； Kinmen Daily News ； advertisements

參考文獻

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