台語廣告詞的社會價值和文化意涵

Social Value & Cultural Significance of Taiwanese Advertisement Words

連德仁(Te-Jen Lien)

《設計研究》 2期 (2002/07) Pp. 129-143

https://doi.org/10.30178/SJYJ.200207.0013

摘要

如果文學是反映人生的試金石，那麼最能表現出社會現象和群眾心理的，要算是廣告了。而想要了解一個文化的多重層面，從廣告文案著手，應不失為一實際而基本的好方法，一件廣告詞必須是最精緻、最濃縮的語言。因為它必須利用簡短的幾個字或一句話來表現產品的特質、吸引讀者的注意，還必須做到能令讀者印象深刻，過目難忘的境地。它的匠心和巧思甚至是可以顯現該地區、時代的文化意義、文學氣息和藝術特質，進而促使社會和文化的推進與創新。本研究主要釐清廣告之語言和文字敘述的類型和功能，進而探討台語廣告詞之「量的增加」的社會價值和「質的提昇」的文化意涵。

關鍵字

台語 ； 台語文字化 ； 台語廣告詞

並列摘要

If the literature is a touchstone mirroring the life, and the advertisement will express mostly the social phenomenon and crowd psychology. Starting the advertisement cases will be a good method practical and basic to understand multi-level of the culture. One advertisement word must be the language most delicate and concentrated. Because it must use a couple words or one sentence brief to express characteristic of product and attract readers' attention; so far as to leave a deep impression on readers, and let readers never forget. The cultural meaning of the times, literary flavor, and art feature can be expressed by its originality and ingenious thought in the area, further promote the improvement and creation of society and culture. The purpose of this research is to classify the type and function of advertisement's language and words' description, further approach social value of ”quantity's increase” and cultural significance of”quality's improvement of Taiwanese advertisement.

並列關鍵字

Taiwanese ； Taiwanese characters ； Taiwanese advertisement