本研究主要目的在探討肖像符號、語言符號在商業廣告影片的解讀方法,以及建構「符號」在商業廣告影片的符號意義。依據索緒爾、皮爾斯、羅蘭巴特的符號概念,討論肖像符號、語言符號的內涵意義(符號義)與外延意義(符號具)在廣告影片中如何被閱聽眾(使用者)解讀。研究方法為分析第二十五屆時報廣告金像獎技術類影片、光陽機車系列廣告以及行政院衛生署反菸計劃宣導短片、第十三屆廣告流行金句獎作品、視障按摩業者經營輔導計劃宣導影片等案例,探討影像肖像與語言文字如何被符號概念解析與建構。研究結果如下: 1. 廣告文本在商業廣告影片傳播過程前就被確立,符合皮爾斯三位一體的符號論述,閱聽眾為了解讀廣告影片重點,需要配合閱讀廣告文本以及鏡頭的連續性。 2. 以符號學的系譜軸與毗鄰軸擷取相關要素再重新組合的建構,可以解讀廣告影片出現的肖像功用,有益於影像設計者在操作攝影畫面與鏡頭位置的參考,可做為分鏡腳本繪製的符號參考。 3. 閱聽眾對於表露某些情感或情緒的語言符號較為青睞,例如:金句獎廣告影片的修辭類型,統計出現次數第一名「呼告」、第二名「異語」、第三名「感嘆」與「譬喻」。
This research examines the approach of interpreting iconic and linguistic symbols and the approach of constructing symbolic meanings in TV commercials. It also presents how the audience “decodes” the connotation, denotation, signifier and signified in TV commercials, under the guidance of Semiotics, nurtured by Ferdinand de Saussure, Charles Pierce and Roland Barthes. The research is conducted through semiotic interpretation and reconstruction of iconic symbols and linguistic symbols in case studies, which include the prize-winning films of Technical Award of the 25th Times Advertising Awards in 2002, TV commercials of KYMCO (a motorcycle brand name), anti-smoking films by the Department of Health, prize-winners of the 13th Best Advertising Slogan Award, and films of career planning for blind masseurs by Taichung City Government. The research concludes as the following: 1. Advertising texts would be completed before being disseminatied and would be accordant to Pierce’s discourses on triadic relation. Audience would have to “read” the advertising texts as well as all the sequence of frames to interpret the key messages carried. 2. A mechanism of symbols designed to give accounts for the functioning of iconic symbols would be valuable reference in designing the scenes and arranging the camera. In addition, it could be a guidance of plot and storyboard design. 3. Theories of “linguistic symbols” and “TV commercial creating,” along with the popularity of commercial filming skills used in the Best Advertising Slogan Award, indicates that audience is more attracted to linguistic symbols carrying certain emotions (the top 4 skills most applied are respectively “appealing,” “borrowings,” “exclamation” and “simile”).