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  • 學位論文

非母語者對華文廣告文案之閱讀需求調查研究

An Investigation on the Need of Chinese Copywriting for Non-native Speakers

指導教授 : 廖宜瑤

摘要


本研究以12位外籍人士為對象,針對閱讀華文廣告的需求做調查,將外籍人士區分為四大類,留學生、新住民、移工及專業人士。文獻回顧探討外籍人士在臺灣的生活適應,結果顯示新住民有較強的功能性識字(functional literacy)需求,對移工而言,語言、飲食、工作職能及文化適應是他們感興趣的主題,留學生則對實用的日常生活主題最有學習動機。本研究以上述的語言學習主題以及廣告文本作為題材,以探討外籍人士的閱讀需求及理解難點為目的,分析生活中不為外籍讀者明瞭卻又頻繁出現的語彙其背後的文化因素、預設語用和隱喻,期盼幫助外籍人士適應移居生活。   本研究採以調查法及內容分析法,研究者與研究對象共同挑選150則網路廣告文案,將所蒐集的對話歸類出8種閱讀動機,研究顯示生命經驗和文案用詞趣味為兩大主要閱讀動機,訪問中做此表述的分別為37及21次。另外,研究者把外籍人士閱讀華文的理解難點分類到第9項研究大綱,以採訪回饋來看,華文學習者說明出於閱讀理解能力不足而無法理解文案的累計21次,表述因為圖文資訊超載或語意表達精簡,或者圖文搭配意義不明而無法理解共累計17次;此外,華語為母語者共知的隱喻,外籍人士往往難以理解和詮釋。本研究記錄外籍讀者無法理解的廣告詞例如減糖咖啡的廣告詞:「在薪水還沒有減肥前,先減糖吧!」,保養品的廣告詞:「七種透漾肌密」。本研究蒐集外籍讀者對閱讀廣告文本中的動機和困難,並以學習選擇權概念作為教學觀,盼此研究結果可供未來採以華文廣告作為真實語料教學的參考。

並列摘要


This study investigates twelve Chinese as a second language (CSL) learners' needs of reading and comprehending Chinese advertisements.The twelve participants were foreign students, immigrants, migrant workers, and professionals respectively. Literature reviews demonstrated that immigrants tend to have a higher need of functional literacy in Taiwan as they adapt to our society. For migrant workers, they were more interested in learning topics about language, food, job and cultural adaptation. For foreign students, practical topics related to daily life had greater impact on their learning motivations. With the hope to help immigrants adapt to social life in Taiwan, the researcher let the participants read online advertising copies about above topics to understand how they comprehend those materials as well as to analyze their difficulties in reading. In this study, the researcher used survey research and content analysis as research methods, working with each participant to choose 10 to 15 copies respectively, 150 online copies in total, and classify the participants’ responses into eight types of reading motivations. The study shows that one's life experiences and interests are two major reading motivations. The majority of participants reported that they read what reflected their life experiences (37 responses, at 1st ranking), and many of the responses said that they read to support their interests (21 responses, at 2nd ranking). Furthermore, the researcher classified the participants’ reading comprehension difficulties into the ninth researching theme. The major cause of reading failure was having problems with literacy skills (21 responses, at 1st ranking). The second most common causes of reading comprehension problem are the concise style of Chinese expressions and the ambiguous copywritings (both are 17 responses, at 2nd ranking). Besides, metaphorical meanings in Mandarin Chinese were also difficult for CSL learners to comprehend. For example, the participants couldn’t understand the meaning of the Chinese advertising slogan of a sugar-less coffee, "before the salary is not on a diet, cut the sugar first!" or the pun in the slogan of a skincare product, "Seven shiny secrets of perfect skin." In conclusion, the study examines how copywritings influenced CSL learners’ motivation to read and provides insight into CSL learners’ reading comprehension difficulties. Hopefully this study could help reduce foreign students’ learning anxiety in a Chinese speaking society, and provides a practical foundation for Chinese language instructors who would like to use Chinese copywritings as authentic materials.

參考文獻


中文參考文獻
田中興、李元德(2008)。淺談傳統文化對廣告文案的影響。商業現代化。第530期中旬刊。196。
李孟君(2009)。廣告創意與廣告文案。建國科大學報。28(4)。131-150。
李宜頻(2012)。新住民學員參與學習動機與學習困難之個案研究: 以社區大學成人基本教育班為例。國立屏東教育大學華語文教學碩士學位學程碩士論文。
李育娟(2011)。商務華語學習者需求分析。華語文教學研究。8(3)。23-46。

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