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广告系统是连结文化所建构的世界与消费商品二者间的桥梁。为了解两岸因政治经济发展与现况之差异而导致的文化差异性,以及快速成长而且发展潜力惊人的户外广告,本研究针对两岸三地大都会地区——北京、上海、台北搜集了1043幅户外广告,进行内容分析,并深入探讨户外广告在两岸呈现出的文化价值之异同及意涵。本研究采用Stern、Hofstede等学者所建构的文化价值面向与广告诉求架构作为分析的蓝本。从分析结果显示:台北的广告中比其它两个城市出现较多的“社会正义”、“爱的肯定”、“自我操练”、“多变化”的价值。台北比上海与北京呈现更多的低权力距离和个人主义。此外,台北更偏重创新/现代化、青春活力、异国风情和美貌的广告诉求。上海最突出的是“集体主义”、“阴柔”。北京除了强调“权威感”、“冒险”之外,在强调历史传统及产品优越性方面和台北不分轩轾。
The advertising system is the bridge between the world constructed by the culture and the consumer goods. In order to understand the cultural differences caused by the differences between political and economic development and the current status of the two sides of the Taiwan Strait, as well as outdoor advertisements that are rapidly growing and have tremendous potential for growth, this study collected 1043 copies of the advertisements for the cross-Strait metropolitan areas - Beijing, Shanghai and Taipei Outdoor advertising, content analysis, and in-depth discussion of outdoor advertising on both sides of the cultural value of the similarities and differences and meaning. This study adopts the cultural value orientation and advertising appeal architecture constructed by scholars such as Stern and Hofstede as the blueprint for analysis. The analysis shows that there are more “social justice”, “affirmation of love”, “self-practice” and “more change” in the advertisements in Taipei than in the other two cities. Taipei is showing more low-power distance and individualism than Shanghai and Beijing. In addition, Taipei places more emphasis on advertising demands of innovation / modernization, youthful energy, exoticism and beauty. Shanghai is the most prominent “collectivism”, “feminine.” In addition to emphasizing “authority” and “adventure,” Beijing has no difference with Taipei in emphasizing historical traditions and product superiority.