凝視戶外廣告媒體：書寫城市媒介空間的文化想像

Gazing at the Outdoor Media: A Discourse on Cultural Imagination of the City and Media Space

許如婷(Ju-Ting Hsu)

《人文暨社會科學期刊》 10卷2期 (2014/12) Pp. 23-30

摘要

本研究藉由戶外／公共廣告（out of home advertising）為題，探究廣告媒介影像如何與建築、交通工具等兼互文本（inter-texts）結合而建構出一個擬像的城市空間。並且，如此的空間形塑了觀者一個「迪士尼樂園」（Disneyland）空間的凝視（gazing）想像，此宛如後現代嘉年華的歡慶、饗宴。於是，城市空間帶領我們進入了迪士尼樂園中明日世界、西部牛仔虛擬幻影、夢幻樂園與卡通城等不同主題樂園，並沉浸於歡愉與消費的氛圍。期盼本研究的詮釋，提供一種「再讀」（Re-reading）城市空間的觀看方式（ways of seeing）。

關鍵字

凝視 ； 戶外媒體 ； 廣告 ； 文化想像

並列摘要

This study is focus on out of home advertising and discuss how the media advertising to construct a virtual media space with inter-texts of buildings and transportations. With this space, it models a Disneyland gazing imagination to the watching people. It is like a fantastic festival. Therefore, the city space leads us to different thematic playgrounds in the Disneyland, such as Tomorrowland, Discoveryland, Fantasyland and Frontierland. It makes us to immerse in a happiness world. I will support a Re-reading way of seeing with this city space through this new interpretation.

並列關鍵字

Advertising ； Culture Imagination ； Gaze ； Outdoor Media

參考文獻

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Diani, Marco(ed.),Ingraham, Catherine(ed.)(1989).Restructuring Architectural Theory.Evanston, Illinois:Northwestern University Press.

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