根據創市際市場研究顧問公司(2017)調查,在臺灣春節期間觀賞的影視節目類型,以電影類最受青睞,佔比為86.1%,其中臺灣電影的比例為62.2%。賀歲片電影海報扮演著傳遞電影資訊與吸引觀眾的重要角色,當觀眾觀看電影海報時,會藉由海報中的元素進行溝通,溝通過程中所引發的情感,便存在著敘事,本研究目的:(1)以廣告敘事框架為基礎,探討臺灣賀歲片電影海報元素、(2)分析臺灣賀歲片電影海報語言符號與非語言符號的關係。其電影海報樣本以2010至2018年臺灣賀歲片票房前十名為分析對象,分析項目包括:文字、口語、圖像、色彩、事件之臺灣賀歲片電影海報元素,歸納結論如下:(1)海報角色展現臺灣本土草根特性、(2)海報場景展現臺灣在地特色景點、(3)海報片名展現臺語文化親和樣貌。
When viewers watch movie posters, they will communicate through the elements in the posters, and the emotions in the communication process will have narratives. The purpose of this study is: (1) Based on the advertising narrative framework, explore the elements of Taiwan New Year movie posters, and (2) Analyze the relationship between the language symbols of Taiwan New Year movie posters and non-verbal symbols. The sample of its movie posters will be analyzed in the top ten box office of Taiwan New Year's Boxes from 2010 to 2018. The analysis items include: text, oral, image, color, and event Taiwan New Year movie poster elements. The conclusions are as follows: (1) Poster the characters show Taiwan's native grassroots characteristics, (2) Poster scenes show Taiwan's local attractions, and (3) Poster titles show Taiwanese culture and affinity.