本研究主要探討「皇民化運動」時期,臺灣在中日戰爭背景因素下,報紙廣告直接或間接受政府政策影響而達成殖民政府戰爭宣傳目的之戰爭風格廣告。以廣告視覺圖像為主軸,文案標題為輔,從殖民政府政策、戰時體制、文化、報紙媒體概況等相關因素為前提,進行分類,歸納整理。並依類別分析視覺圖像及文案以瞭解「皇民化運動」等政治、戰爭因素對於廣告影響程度,從中歸納出報紙廣告所呈現之社會經濟現象及文化象徵,並探討當時報紙廣告圖像運用及發展脈絡情形,從廣告圖像瞭解當時身為殖民地的臺灣發展的定位以及廣告設計、美術運用的表現。 本文採用文獻分析法及文本分析法,以文獻及廣告視覺圖像兩大類別蒐集資料,交叉比對分析。先由「皇民化運動」時期與相關報紙媒體的歷史背景及淵源著手,對於「皇民化運動」政策、經濟背景、戰時生活、外來文化的介入,到報紙廣告的發展概況等先進行相關背景瞭解;而後再針對視覺圖像、廣告文案進行歸納分析,並利用藝術社會學、文學社會學及圖像學分析的角度整體性的剖析,著重探討「皇民化運動」時期報紙廣告內涵、表現題材的樣貌,來瞭解戰爭風格廣告所呈現的形式內容,背後所表達之文化意涵。 研究發現戰爭風格廣告除了傳達商品本身訴求,並能在諸多的戰時法律規範找尋符合戰爭及社會生產的需求,跟隨強勢殖民文化推崇軍人帝國主義,間接強殖臺灣人日本精神,使社會認同日本聖戰,成為輔助殖民政府戰爭宣傳的工具,以藉此提升企業形象及商品被需求性。在視覺圖像表現方面,戰爭風格廣告利用軍人、武器、日本象徵符號直接傳達戰爭意涵,或使用後方生產角色等圖像表示支持政府政策。廣告文案則展現宣揚戰爭成果、鼓勵前線戰士、安定民心等順應軍國主義,美化聖戰,用以表達企業愛國思想,並能提升商品對於戰爭重要性。
This study mainly discusses the fact that under the background of Sino-Japanese War in Taiwan, the newspaper advertisement was influenced by government policy directly and indirectly, and thus the war-style advertisement had formed for the purpose of propagating war by the colonial government during the period of “Kominka Movement”. The visual image of advertisement is regarded as the main shaft and the advertising copywriter’s title is regarded as the auxiliary, and then relevant factors such as the policy of colonial government, wartime system, culture, and general situations of newspapers and mass media are regarded as the prerequisites so as to carry out classification, generalization, and arrangement. And then, visual image and copywriter are analyzed in accordance with category so as to understand the influence level of political and war factors, such as “Kominka Movement”, towards the advertisement. Furthermore, the social & economical phenomenon and cultural symbolization that were presented by the newspaper advertisement would be generalized. Next, the use and context development of images from newspaper advertisement at that time would be discussed, so as to understand the position of Taiwan’s development as a colony and the expression of layout design & use of art from the advertisement images. This paper uses document analysis and text analysis, together with documents and advertisement’s visual images to collect information, so as to carry out correlation analysis. This paper first discusses the historical background and origin of “Kominka Movement” period and relevant newspapers & mass media, so as to understand the relevant backgrounds regarding “Kominka Movement” policy, economical background, wartime life, intervention of foreign culture, and development situation of newspaper advertisement. Next, generalization and analysis would then be carried out in accordance with visual image and advertising copywriter. An overall analysis regarding sociology of art, literary sociology, and iconology would be used to discuss the intension and the appearance of expressing subjects of newspaper advertisement during “Kominka Movement” period, in order to understand the form, content, and expressed cultural meaning of the war-style advertisement. This study finds out besides passing the message of the product itself, the war-style advertisement could find out the demand that was tallied with war and social production from a lot of legal rules and standards in the wartime, it also followed the colonial culture to highly praise military imperialism, which forced Taiwanese to have Japanese spirit indirectly, so that the society could identify itself with Japanese crusade. Thus, the war-style advertisement became the tool to assist colonial government to propagate war, so as to promote enterprise image and demand of product. For the expression of visual image, war-style advertisement used soldier, weapon, and Japanese symbol to pass war meaning directly, or used the images of back production role to show its support towards government policy. The advertising copywriter publicized war achievement, encouraged the soldiers in the frontline, stabilized citizens’ mind so as to comply with militarism, and beautified the crusade, so that the enterprise could show its patriotic thought and the importance of products towards war could be promoted as well.
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