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摘要


本研究收集桃、竹、苗客家文化重點發展區的廣告看板,從中分析探討客家族群所顯現的客家意象。廣告看板的功用是為了行銷、為了建立形象、以及提升來客率,促進商機。在客家文化重點發展區域的城鎮裡,這些廣告看板會因為吸引顧客的青睞,而使用客家話?或是為了增加業績,迎合觀光客而把客家文化隱形了?還是顯學化? 越是地理環境封閉,受到外來文化的衝擊與影響也相對減弱,因此在這些地區生活的客家人,他們的生活模式、語言習慣、甚至意識形態都保留得也較為原汁原味,例如碾米廠、種子行、刀具店等等,在廣告看板所使用文字詞語也呈現客家文化的特色,例如:打嘴鼓、落來坐等等。 在觀光景點區域行銷時,廣告看板會冠上「客家」二字,或是繪上與客委會行銷的新符碼(花布、桐花),可見文化是隨著時空而變異的。由於生活環境不同,客家文化也在與時俱進中。本論文將以這些廣告看板文字的呈現為研究範圍,析探出的客家意象與客家文化的獨特性。並就廣告文字與客家話的關聯,整理出相關的修辭技巧。 本論文共分七章。第一章 緒論。第一節說明研究動機,第二節闡述研究目的。 第二章 文獻探討,蒐集、分析與探討廣告看板與客家意象相關的文獻與學術研究。 第三章 研究方法與實施。分節說明研究架構與流程。運用田調、半結構式訪談等研究方法,並界定本論文的研究範圍、對象。 第四章 看板反映的客家意象。本章研究重點在於廣告看板呈現出的客家意象,有崇文敬教的生活方式、憨直率真的性格、客家的在地品牌、細妹仔的手藝、相幫相

並列摘要


This research collects the billboards in Hakka culture hubs, including Taoyuan, Hsinchu and Mioali, examining and discussing the Hakka images displayed by Hakka community. The functions of billboards are marketing, building images, increasing more customers, and promoting business. In the key development areas of Hakka culture, do the billboards use Hakka to attract attention? Or they make Hakka culture invisible to cater to tourists for sales performance? The more confined geographical environment is, the less impact outside cultures cause. Therefore, Hakka people in these regions preserve more primitive life style (like rice mill, seed store, cutting tool store, etc.), language habits and even the ideology. Also, the vocabulary used on billboards show the characteristics of Hakka culture, such as “daˊ-zhoiˇ-guˊ” (idle talk) and “logˋ-loi-coˋ”(warmly inviting others inside to take a rest). In tourism regions, billboards use the word “Hakka” or new symbols (Hakka printed cloth and tung blossom) for marketing; it is obvious that culture varies with time and space. With different living environments, Hakka culture manages to keep abreast of time. This research chooses the content of billboards, exploring their Hakka images and the uniqueness of Hakka culture, and collating relative rhetorical skills based on their links with Hakka dialect. This present paper consists of seven chapters. The first chapter, introduction, explains research motives in the first section and elaborates research goals in the second section. The second chapter, literature discussion, collects, analyzes, and explores relative literature and academic studies about billboards and Hakka images. The third chapter, research designs and implementation, explains research structure and process, where field research and semi-structural guided interviews are conducted, and research scope and subjects are defined. The fourth chapter focuses on the Hakka images reflected by billboards, featuring the culture-revering life style, candid character, Hakka local brands, the craftsmanship of the unmarried female, fraternal friendship among Hakka communities, and the charm of cultural and creative industries. The fifth chapter discusses billboards and Hakka culture. From the angle of Hakka culture, the usages of words on billboards presents close connections with chapel names, the features of Hakka vocabulary, geographical environment, the characteristic of diet, and life skill. The sixth chapter investigates the rhetorical skills on billboards. Based on the pronunciation of Hakka, the present research sorts out rhetorical techniques, including facsimile, word analysis, palindrome, words with multiple meanings, puns and malapropism, and enumerates several amusing examples with homonyms, which bring fun association to readers’ minds. The seventh chapter concludes that other research themes about billboards chiefly discuss layouts and environmental influences, yet the discussion on the cultural dimension is rare; however, the content of billboard copy implicates the Hakkaˊs diversity and cultural uniqueness. After the Hakka ethnic movement rises, the activities and events emphasizing the coherence of ethnic consciousness and promoting Hakka culture take place fervently; these years, under the effects of cultural and creative industries—developing cultural industries and bringing culture into industry, plenty of Hakka festivals not only yield new Hakka cultural symbols but appear on the billboards in all walks of life—the high-hung Hakka images represent new popular Hakka doctrine.

並列關鍵字

Hakka images Hakka culture Hakka vocabulary rhetoric

參考文獻


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