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  • 學位論文

平面廣告剖析:時代雜誌文字與視覺修辭之建構

The advertising in print media: the constitution of verbal and visual rhetoric in Time Magazine

指導教授 : 林淑璋

摘要


目前,廣告文本之研究大都在探討文字與視覺的表現。本論文則從分別到結合的面向探討文字與視覺架構在平面廣告的關係。 一百二十篇廣告研究選自時代雜誌2009與2010年,其中六十篇包含三句以上的句子,餘下六十篇包含三句以下的句子。本研究採用Cockcroft and Cockcroft (2005)來分析文字修辭,並且我們使用Phillips and McQuarrie (2004)來分析文字與視覺結合之架構,最後用1986年Sperber和Wilson所提出的關聯性理論來解釋廣告之整體結構。 研究發現,在文字修辭中有三個必要的階段:導論(標題)、點出主旨(產品)、論證(產品的優點)。且其文本結構順序呈現多元化的面向。在文字與視覺結合的形像結構(image structure)中最常出現的是並置(juxtaposition),即文內所指形象能具體對應圖像。而意義連結(meaning operation)中最常出現的是非隱喻的相互關聯(connection)。從關連理論而言此種廣告方式呈現出最強烈的認知處理(cognitive processing)即讓讀者可以最少的心力理解廣告的意圖。在廣告的額外資訊中,最常包含網站,隨文,和品牌三種成分。此外,本研究採用Goatly’s (2000)的理論來分析得到大多數企業針對同一種消費者意識形態(consumerist ideology)傾向相似的廣告佈局(advertising arrangement),意在創造觀眾對於此類公司的廣告留下深刻的印象。 最後,本研究期望藉由提供理論性的結果來幫助廣告者達成最大效率的行銷效益,並作為將來研究消費者反應(consumers’ response)之重要研究基石。

並列摘要


Nowadays, a great number of articles embark on studying the usage of visual device in advertising. Further, more and more researchers attempt to deal with the interrelationship between verbal and visual performance in advertising. However, less attention has been paid on the cooperation of visual and verbal rhetoric in print advertising, especially in a certain quantity of authentic data. This study hence investigates both visual and verbal rhetoric in print advertising in respective and cooperative approaches. The materials I selected are one hundred twenty advertisements from a series of Time publications per month in 2009 and 2010. Sixty are ads with more than three sentences, whereas the other sixty are ads with less than three sentences. The information framework of the verbal analyses is based on Cockcroft and Cockcroft (2005), dealing with verbal structure as well as sentence function in print advertising. The basic analyzed typology of the cooperation of visual and verbal rhetoric is adapted from Phillips and McQuarrie (2004), concerning image structure and meaning operation. The notions of relevance theory proposed by Sperber and Wilson in 1986 are also utilized to interpret the classified results, which derive from the cooperation of visual and verbal rhetoric in my analyzed data. The findings of my study are that there are three possible necessary stages shown in the verbal structure in the analyzed ads: (1) introduction; (2) proposition, or determination of the point at issue and (3) proof of the case. Introduction means the headlines shown in advertising. Proposition or determination of the point at issue indicates the products which are designed to promote. Proof of the case provides the advantages of the promoted merchandize. Three stages present the strong relevance with the promoted merchandize of advertising. Additionally, the persuasive structure of my analyzed ads performs diversely in response to advertisers’ needs. The pattern (juxtaposition: connection) in the most of the analyzed ads in this study represents intuitional interpretation to the advertising. It symbolizes the most transparent strategies in combing verbal performance and visual representation in print advertising. Audiences can also consume the least processing efforts in interpreting the advertising based on this pattern. Juxtaposition is a way of the images projected by the text and picture that co-occur in advertising; Meaning operation represents that the meanings conveyed by words and pictures clearly connect to each other. The additional information of the print advertising contains websites, brands and the post scriptum. Websites provide available resources for audiences to further respond the advertising. Brands offer audiences essential schemata to decipher the advertising. Post scriptum promptly leaves the space for advertisers to replenish what they attempt to convey but may be inappropriate to arrange to the text. These three additional components dominate ads with less than three sentences with the purpose to help audiences interpret the advertising accurately. The arrangements of the advertising in analyzed forty-nine corporations reveal that most of corporations adopt similar the arrangements of advertising based on the same consumerist ideology. The framework of consumerist ideology is adapted from Goatly’s (2000) theory. It creates the most impressive sensation for audiences to perform similar the arrangements of advertising based on the same consumerist ideology in the same corporation, equivalent to considerably strengthening the audiences’ familiarity with the ads in the same corporation. My theoretical findings are expected to be the useful bases for advertisers toward the best persuasive efficacy of the print advertising or for investigators further to testify the rationality of my results in terms of readers’ response.

參考文獻


Kuo, S. C. (2006). A Cognitive Exploration to the Image-Text-Based Metaphors in Print Advertising. Unpublished master’s thesis, National Chung Cheng University, Taoyuan, Taiwan.
Aristotle. (1926). The 'Art' of Rhetoric. London: Heinemann Press.
Bernstein, D. (1974). Creative advertising. London: Longman Press.
Bhatia, V. K. (2004). Worlds of Written Discourse. London: Norfolk Press.
Birdsell, D. S., & Groarke, L. (1996). Toward a Theory of Visual Argument. Argumentation and Advocacy: 33, 1-10.

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