台灣檳榔攤招牌名稱的色情隱喻研究-
以台中市交流道口1.5公里內為例

台灣的文化是多元的，檳榔產業的特有文化也是台灣多元文化的一環。檳榔攤的閃爍霓紅、檳榔西施的曼妙身材、性感服裝，這些檳榔產業特有的文化，都讓人將檳榔攤與色情聯想在一起。「招牌」是檳榔攤與消費者之間溝通的主要窗口之一，檳榔攤的招牌文字是否也隱喻了色情訊息，是研究者想探究的主因。研究初始先彙整全台中市交流道與省道交會路口附近，座落於省道上前後1.5公里的檳榔攤招牌名稱，經分類並取出其中與女性意象相關之類別，分析檳榔攤招牌名稱所隱含的色情隱喻。色情是什麼？很難去定義，也很難有一個統一的說法。本研究試著從文獻中，彙整出四個與本研究相關的色情解釋，並以此為基礎逐一分析22筆案例的招牌圖像、諧音、檳榔文化及招牌名稱詞義，分析這些影響因素所隱含的色情隱喻。發現「小三」、「香妃」這兩個招牌名稱，具有性暗示圖片、破壞道德原則及以金錢滿足性慾，這三項都至少標註為色情或非常色情，因此，將其招牌名稱標註為「非常色情」；而「素蘭嬌」、「紅娘」、「小老婆」、「夜上海」，這四個招牌名稱則具有兩項之色情隱喻，因而將此四個招牌名稱標註為「色情」；「誘惑」、「小野貓」、「俏美人」、「唇印」、「漂亮Baby」、「錢夫人」、「灰姑娘」，雖不見得每項都具備色情的條件，但卻至少有一項具有色情的範疇，因此，將這四個招牌名稱標註為「普通」；至於剩餘的九個招牌名稱，因分析資料都未出現色情的情況，因此將這些招牌名稱標註為「無色情」。

關鍵字

檳榔；招牌；色情；隱喻

並列摘要

Taiwan's culture is diverse, the betel nut industry's unique culture is also part of Taiwan's multiculturalism. Betel nuts scattered flashing red, betel nut Xi Shi's graceful figure, sexy clothing, these betel nut industry-specific culture, people are betel nut stalls and porn together. "Signboard" is one of the main windows of betel nuts' communication with consumers. Whether the signs of betel nuts are metaphor for pornography is the main reason the researchers want to explore. At the beginning of the study, the name of the betel nut watch signs, which is located 1.5 kilometers around the provincial highway, is classified and removed. The category of the betel nut watch name is implied. Pornographic metaphor. What is pornography? It is difficult to define, it is difficult to have a unified statement. This study tries to summarize four pornographic explanations related to this study from the literature, and analyze the meaning of the sign image, homophonic, betel nut culture and sign name in 22 cases based on this analysis. Contains porn metaphor. The names of the two signs, such as "Little Three" and "Xiang Fei", have sexually suggestive pictures, undermining moral principles and satisfying sexual desire with money. These three items are marked as pornographic or pornographic at least. Therefore, the name of the sign is marked as " And "the night", the four signs have two pornographic metaphors, so that the four signs are marked as "pornography"; and " "Lost", "Little Wildcat", "Qiao Mei", "Lip", "Pretty Baby", "Lady Qian" and "Cinderella" are not necessarily eligible for pornography, but at least one The names of the four signs are marked as "ordinary". As for the remaining nine sign names, the names of the signs are marked as "no pornography" because of the absence of pornographic information.