台灣戰後商業劇場的廣告美學與文化－以皮影戲為例

「廣告」是一種商品的推銷手段，藉由廣告的模式，刺激消費大眾購買商品，達到商品的流通手段。戰後的「戲院」演出，在台灣傳統戲曲的發展過程中，是一個相當重要的階段。除了見證了各劇種的表演藝術之外，「戲院」的廣告，更是見證台灣戲院表演文化的寫照。1895年日本殖民臺灣後，帶入了現代化的建設與設備。現代化商業性質的「戲院」建設，即是其中的一環。商業性質的「戲院」興建，代表著現代化文明的象徵，更隨著日本殖民城鎮戲院的普及，臺灣開始展開了現代化的「劇場」興建，也帶入了現代商業性質的經營和營運模式。既具商業性質的經營，也應運出了現代化的廣告模式，「廣告」的觀念，逐漸產生。1945年戰後，台灣的傳統戲曲，有別以往日治的戰時環境，在其社會環境條件的成熟，紛紛走入的戲院表演行列中。皮影戲也不例外，亦走進商業劇場的表演，與無數傳統戲曲、新興娛樂，相互的在戲院中競爭。台灣皮影戲演出的發展史上，商業劇場的演出，佔有相當重要的一部分。它創造出了皮影戲新式的表演藝術風格，也為皮影戲開創了不同藝術領域。「商業劇場」的演出，最主要是以觀眾買票進場消費為主。在進入商業性質的「劇場」演出後，為區別劇種和渲染表演特質、劇情特色，劇團開始利用了「廣告」的模式，吸引觀眾前來觀賞。為了吸引更多觀眾的駐足，劇團逐開始利用各種文宣「廣告」的形式，透過不同形式的「廣告」，吸引觀眾前來，由此逐步發展出極具特色的「劇場」廣告文化。本文欲從1945年戰後至1970年止，論述台灣的皮影戲進入「戲院」後，在商業性質的演出中，如何利用廣告渲染演出劇情、吸引觀眾，逐漸衍伸出極具現代化的廣告概念。並由現存的皮影戲的「廣告」文獻資料，論述其「廣告」內容中，所要闡述的廣告美學與其廣告史料的意義。

關鍵字

皮影戲；廣告文化；戲院；商業劇場；東華皮影戲團

並列摘要

＂Advertisement＂ is one way of sales to stimulate consumers to purchase the merchandise. In the developmental process of the traditional opera in Taiwan, the performance art in ＂Theatre＂ in Postwar Taiwan is an important step. In additional to witness every kind of Performance Art, the advertisement of ＂Theatre＂ is a portrayal of the theatre performance culture in Taiwan. After the Taiwanese being colonized by the Japanese in 1895, they had a big different change in the modern theatre, whatever in its hardware or equipment. The construction of the modern commercial theatre was one of the masterpieces of them, at the same time , it was a symbol of the modern civilization. Therefore the theatre commercial business model was brought by the changes in Taiwan. And the concept of ＂Advertisement Culture＂ was produced by and by. The performances of Traditional Chinese Opera in Taiwan were different from those in the colonial period in Taiwan postwar in 1945. All kinds of traditional operas joined in the theatre commercial model performances, including Shadow Show Puppy Play. It created an important new age of the commercial theatre culture in the development of the process of the Shadow Show Puppy Play. Since the consumers of the commercial theatre needed to buy the tickets to enjoy the play, so the best way to attract consumers to attend was to draw different types of advertisements to the viewers and attract them. Then there came an attractive ＂Advertisement Cultural Theatre.＂ This article showed the commercial performances of the Shadow Show Puppy Play from Taiwan postwar in 1945 till 1970, and how to use advertisements to render and spread the contents to show the incentives to the viewers. It also told that the modern commercial concepts and the advertisement esthetics culture from the data, which exited in Shadow Show Puppy Play.