本論文採日電視廣告之多重模式,以食品相關企業與情報通信新關企業兩業主為中心進行分析比較為考察課題。日本的電通廣告賞及ACC CM祭典的得獎作品及台灣的時報華文廣告金像獎之得獎作品為分析對象。以言語記號及非言語記號的多重模式觀點等廣告表現進行研究分析考察。分析關於電視廣告的表現內容主要分為,廣告的內容、廣告的影像、廣告的表現方式三層次,根據台灣與日本廣告製作的言語記號、非言語記號甚至於影像記號進行雙方廣告製作的異同點考察、使用技巧的特徵及文化記號特徵的考察。透過以上考察,闡明在對於相同企業的廣告中,不同的國家及文化影響下,對於商品特徵的表達之異同。
This research is focused on Multi-genre analysis of Japanese TV commercials and Taiwanese TV commercials: A case study of food, information communication. Japanese TV commercials are Dentsu advertisement prize and a prize-winning work with ACC CM festival. Taiwanese TV commercials are The times aisa-pacific sdvertising awards. An analysis and consideration of an advertisement expression were tried about a subject of research from the multi-genre-like angle of the language sign and non-language sign.By an analysis to the expression contents of a television commercial, distribute to the field of three of the contents of a commercial, picture of a commercial and appeal of a commercial.The result, A different country and a difference in cultural influence also elucidated the feature of the goods to a commercial of the same business category.