電視運動廣告意涵研究：以Nike廣告為例

A Content Analysis of Sport Advertisement on TV: Taking Nike for Example

周靈山(Ling-Shan Chou)

《大專體育學術專刊》 94年度 (2005/05) Pp. 222-231

https://doi.org/10.6695/AUES.200505_94.0021

摘要

自有人類文明以來，廣告便出現在人們的生活，廣告可以說是當代生活中最能反映消費活動、流行指標及社會價值的文本之一。我們正處在媒體傳播無遠弗界的時代，每天從一睜開眼，就不斷在接受廣告訊息的影響，它挾著傳播的優勢，深入閱聽人的心裡。Nike的廣告，透過了運動員的肢體動作，力與美的展現，讓運動不僅只是運動，而是在競技背後所呈現出的符號價值。Nike的廣告通常在短短有限30秒時間內，以紀實手法說服及呈現企業形象與商品特性，試圖在每個片段的縮影及影片的建構上，提醒閱聽人廣告傳達的訊息；本文以Nike的電視廣告中的「企業形象篇」，探究其廣告深層所隱藏的意涵及所欲向閱聽眾建構的運動商品世界。

關鍵字

Nike ； 電視 ； 運動廣告

並列摘要

Advertisement was the major source of revenue for a highly market-oriented television system. To be efficient, more and more advertisements impressed the consumers with symbolic feelings instead of functional explanation. Among these advertisements, the Nike ones with athletes' beautiful and powerful body movement expressed not only the nature but also the symbolic value of sports. Within thirty seconds, the Nike advertisement usually tried not only to persuade the audiences but to express the image and product property of Nike. Taking Nike for example, this study explored the operational principles of semiotics in advertisements. The ways how active audiences read were also discussed to sketch the possible impacts of symbols in advertising as well as the possible appropriation by consumers.

並列關鍵字

Nike ； TV ； sport advertisement