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台灣眷村標語廣告表現之研究

A Study of Slogans Advertises Express in Taiwan Military Dependent's Village

摘要


近年來在眷村題材相關的電影、電視劇與媒體報導推波助瀾下,眷村文化的議題逐漸受到關注,各縣市政府也積極籌辦相關活動並設立眷村文化館,期望能將台灣眷村特有的文化保留下來。眷村特殊的景觀之一就是隨處可見的標語廣告,這些標語的內容與表現的方式,是一種深具時代意義的精神指標與宣傳手法,政府透過標語的宣導推廣政令的廣告模式,成為台灣廣告發展史中極其獨特的一種表現。標語廣告在台灣廣告史中,具有其時代意義與特色,一句句斗大的標語滿佈城鄉各地,是當時政府宣傳政令所作的思想戰略,並時時提醒著居民,進而達到思想改革的目的,而標語廣告施用地點最為頻繁的地方就是眷村,眷村居民都來自國共戰爭時撤台的大陸政府官員、軍隊與眷屬,深具愛國意識與團結精神,社區裡的凝聚力也相對的比其他地區更為強烈,造就眷村處處都有標語廣告的特殊景象。因此,眷村標語廣告的研究,是研究台灣早期政府標語廣告最具價值,也是最具代表性的區塊之一。本研究以出現在眷村之標語廣告作為研究對象,進行標語廣告與表現手法分析,由於標語的表現簡潔,能令視聽眾留下較深刻印象,而且標語的使用多半能表現出社會的脈動,與其時代間具有敏銳的關係,而台灣眷村標語廣告運用之內容與表現形式成為台灣過去的特殊文化,透過相關文獻資料、眷村老舊照片的整理分析與歸納,了解其標語時代背景、製作方式、色彩運用與標語廣告之表現形式,以了解台灣標語廣告與眷村間緊密的關係,並釐清眷村標語廣告在台灣廣告發展史上的特殊意義與價值。

關鍵字

眷村 廣告 標語 標語廣告

並列摘要


Issues of military dependents are gradually paid attention to recently owe to the enhanced effects made by movies, TV shows, and news reports. Local governments actively hold related activities and erect buildings of cultures, expecting to preserve the unique cultures of the village of military dependents in Taiwan. One of the unique scenes in the village of military dependents is the apparent slogans on alley walls. The contents, historical backgrounds, and forms of expressions in the slogans are the spiritual indications of time. The pattern that the government promotes decrees and activities through slogans became the revolutionary slogan memory in the history of the development of Taiwan advertisement. Slogan ad in the advertisement history of Taiwan represents the individuality and significance of the time. Huge slogans one after another are the mental strategies that the government put on for the promotion of government decrees. And they remind the inhabitants constantly, so the government can achieve its purpose of mental revolution. The most frequent place for slogan ad is the village of military dependents. The military dependents are government officials, soldiers, and their families retreated from the Chinese Civil War. They are patriotic and united. The solidarity is stronger compared to others, and this creates the special scenes with slogan ad anywhere and everywhere. Hence, to understand the way to put slogan ad in the village of military dependents is the most basic and direct slogan ad. This research is based on the slogan ad in the village of military dependents, analyzing the slogan ad and the forms of expressions. Due to the simplicity of slogans, the audience leaves better impressions. The usage of slogans shows the social trend; it is closely relative to the time. And the contents as well as the forms of expressions in the slogan ad in the village of military dependents got itself a special place in the past of Taiwan. Through relative documents, analysis and conclusion of old village photos, readers get to know the background, production methods, uses of colors, and the forms of expressions, and they further understand the close relationship between slogan ad and society. Through knowing the past of slogan ad, readers get the very keypoint before designing slogans.

參考文獻


台中市文化局:http://www.tccgc.gov.tw/home.asp
李筱峰個人網站:http://www.jimlee.idv.tw/
金門縣紀錄片文化協會:http://www.film.km.edu.tw/news.htm
桃園縣政府文化局:http://163.29.212.1/index.asp
高雄市眷村文化館:http://sub.khcc.gov.tw/village/index.htm

被引用紀錄


宋磊(2016)。中國崛起之演變對台灣在亞太安全中的角色之影響---國際層次與國內層次之研究途徑〔碩士論文,國立中正大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0033-2110201614045552

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