從拉康精神分析概念探討咖啡廣告文本中的慾望主體

An Interpretation of Desire-Subject in Coffee Advertising Campaign by Jacques Lacan’s Psychoanalysis Theory.

吳博文(Po-Wen Wu)

指導教授 ： 朱嘉樺 ； 萬胥亭

中原大學/設計學院/商業設計研究所/碩士(2004年)

https://doi.org/10.6840/cycu200400423

摘要

摘 要

廣告在消費社會中，作為一種慾望主體的呈現，尤其是現代工業發達的情形之下，大量的商品使得消費者對於商品的一般需求已經降低，於是廠商利用行銷與廣告的方式來創造需求，將消費者不需要的東西能夠賣給他們，產生了因廣告（大眾傳播）而形成的消費意識型態的問題。本研究所探討的，是以廣告在消費社會中所呈現的主體結構為對象，以咖啡廣告為分析的文本，從拉康精神分析的概念中，建構主體的三層界域：想像、象徵、真實，對於慾望主體的結構進行分析，瞭解廣告是如何影響消費者在商品，或者是品牌形象上的認同，達到廣告對消費者產生「擬真」的需求，並且建立概念性模式於創作上的應用。
在本研究中探討有關慾望主體的結構，可以說是與消費者行為息息相關。慾望主體是一種概念上的主體，是想像、象徵、真實之間的交互關係，除了歷時性系統，同時也包含共時性的結構。歷時性的系統是構成慾望主體的生成，而共時性的結構是影響慾望主體的變化。主體的慾望並非是自為的產生，而是從「他者」的身上看見自己的慾望，同時「他者」也承認自己的慾望。從這樣的觀點來看廣告訴求的本質，成為一種與具有意識型態的社會價值的呼應，而這社會價值與消費者的認同關係上，有著很大的影響因素。
因此，慾望主體，是社會價值體系裡的慾望，是主體異化後的想像，在象徵界中尋找著自己永恆失去之物的形象。

關鍵字

廣告 ； 主體 ； 拉康精神分析 ； 慾望

並列摘要

Abstract

Advertising is represented as a desire-subject substitute in our consumer oriented society. Especially, in the condition of the highly developed industry, consumers have already reduced their desires to non-unique products due to mass production. Therefore, manufacturers those employ marketing and advertising strategies are trying to sell low-desirable products to consumers by creating desires for them. Theses strategies result in a problem of consumers’ ideology.
The purpose of this study was to analyze the campaign of coffee advertising in order to understand the structure of the desire-subject in the consumer society by Jacques Lacan’s psychoanalysis theory. From Lacan’s theory, there were three conditions to establish the subject’s structure: the imagination, the symbolization and the realization. The structure of the desire-subject was the framework of this dissertation and explained how an advertisement effected consumers’ identification on products or brand images in order to create ‘virtual desire’ for the consumers who would be stimulated to buy a specific item according the advertisement’s appeals. This concept was also utilized to build an application for design work.
In this research, the main discussion was the structure of the desire-subject, which was closely related with consumer behavior. The desire – subject was a conceptualized subject which had an interactive relationship among imagination, symbolization and realization. Besides, the diachronic and synchronic structures were also included in the concept. The desire-subject was constructed by the diachronic structure; nevertheless the synchronic structure was the main factor to influence the change of the desire-subject. The subject of the desire did not come from people themselves but from ‘Other’ perspective to see their desires. Concurrently, ‘Other’ admitted that they also had their desires. From this viewpoint, the essence of advertising appeals had a certain level of effectiveness to reflect on social value and ideology which would have great on the relationship of consumers’ identification and social value.
Therefore, the desire-subject is: 1) The desire of social values, 2) The imagination of alienation subject, and 3) To find a substitute that has been eternally lost in a person’s mind.

並列關鍵字

Subject ； Lacan's Psychoanalysis ； Desire ； Advertisement

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