一個新的隱喻廣告分類與現況分析

A New Taxonomy of Metaphoric Advertisements and Analysis of Status Quo

吳岳剛(Yueh-Gang Wu)

《藝術學報》 83期 (2008/10) Pp. 91-110

https://doi.org/10.6793/JNTCA.200810.0091

摘要

有鑑於某些隱喻廣告難以歸類，而且先前研究發現目前根植於「相似處」的分類用來區分隱喻廣告樣本時會產生廣告過度集中於特定類型的現象，本文將「相似」視爲隱喻廣告的前提，把焦點轉移到相提並論的，是「具象」的事物或是「抽象」的概念，並且產生具象轉具象、抽象轉具象、具象轉抽象、抽象轉抽象等四種變化。此外，在形式上結合前人的圖像隱喻、圖文隱喻，發展出八種類型的隱喻廣告。在重新分析先前研究的數據並且瞭解這八種隱喻廣告的使用現況之後，八種類型可以再簡化成五種，其佔有率分別是：視覺比較型48.6%、想像比較型16.9%、轉喻解說型15.6%、圖文解說型11.9%、意念改觀型7%。最後，本文討論後續研究的方向。

關鍵字

隱喻廣告 ； 類型 ； 分類 ； 現況

並列摘要

In light of some metaphor ads are hard to categorize, and previous study had found that ads concentrate on certain types when current similarity-based categorizations are used to discriminate metaphoric ad samples, this study takes ”similarity” as a premise and shifts the focus to whether those constitute a comparison involving abstract concepts, which generates four types of variations including concrete to concrete, abstract to concrete, concrete to abstract, and abstract to abstract. In addition, ad forms of pictorial and verbo-pictorial are taken from other researchers and combined to produce eight types of metaphoric ads. By re-analyzing data gathered in previous study, the profiles of the eight categories are captured. These eight categories are reduced to five to form final taxonomy, which include Visual-comparison 48.6%, Imagination-comparison 16.9%, Metonymy-explanation 15.6%, Verbo-pictorial-explanation 11.9%, and Concept-transformation 7%. Finally, directions of future research are discussed.

並列關鍵字

Metaphoric advertisement ； taxonomy ； status quo

參考文獻

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