- 學位論文
從拉康慾望主體意識探討汽車廣告文本
An Interpretation of Desire-Subject in Advertising Text of Automobile Advertisement by Jacques Lacan’s Psychoanalysis Theory.
摘要
廣告內容包含了大量的文化符號與價值理念，利用社會中的優勢意識型態來建構符號的意義結構，再經由媒體藉著廣告畫面中的視覺建構出某種意義或價值，以其無遠弗屆的特性傳播出去，從而形塑出人們心中的價值理念和意識形態，也讓閱聽人從而建構出一種觀看世界的角度；因此，廣告脫離了字面上的平板意義，甚至成為一種媒介文化工業的新指標，廣告除扮演媒介的角色外，也在不斷它的傳播特性，再現消費慾望及某社會價值認同實踐。這樣的社會價值與意識形態，透過這些影像持續性地傳播，廣告所扮演的角色便成為消費文化中對於消費慾望的催化劑，在廣告的訊息傳播中消費者從中尋找到對消費意義的認定與商品間的交換價值。 中華汽車近年來在廣告的形象訴求一直將「家庭、幸福」作為品牌的核心，在品牌形象建構上也因為以家庭價值為概念訴求，贏得許多消費者的肯定。本研究以汽車廣告為分析主體，從拉康精神分析學的慾望主體所建構的主體三層界域中的「想像、象徵、真實」去分析「需要、需求、慾望」，進而探討廣告如何將影像故事以「隱喻、換喻」的方式轉換故事情節，從而建構出一個消費慾望的場域，消費者再從廣告影像中去尋找現實生活中無法達到的真實與滿足及價值交換。
並列摘要
The contents of advertisements include a great number of cultural signs and ideas of value. Advertisements utilize the prevailing ideology in society to construct meaningful signs, and then by way of the visual sensation of advertising pictures through media advertisements construct a certain kind of meaning or value, which is transmitted everywhere around the world. Therefore, the ideas of value and ideology in people’s mind are molded, and the audience forms a concept to see the world. In this way, advertising not only casts off its literally stereotyped meaning, but also becomes a new plays the role of medium but also represents the desire of consumption and the fulfillment of a certain kind of social value identification. These social values and ideology are transmitted via these images continuously. As a result, advertising plays the role of a catalyst for the desire of consumption in the consumptive culture. Consumers try to find the identification of consuming meaning and the exchange values of commercial products among the messages in the advertisements. In the recent years, CMC (China Motor Corporation) has appealed to “family and happiness” as the core of its brand. As the construction of the brand image is based on the concept of family value, it wins the hearty approval from a lot of consumers. This study will take automobile commercials as the theme of analysis. I will analyze “need, demand and desire” from the angle of psychoanalysis constructed by Lacan , which is composed of three main parts “ imagination, symbol and reality” in the Desire-Subject. Furthermore, this study will approach how commercials switch the plots of the stories by the use of metaphor and Metonymy In this way, commercials construct a field of consumption desire, and from the advertising images consumers try to seek the reality, satisfaction and exchange value that they can not achieve in the real world.