客家广告中的俗民生活再现与操作－以客家文化节庆广告为例

【外文题名】Representation and Operation of Folklife in Hakka Advertising A Case Study of Hakka Cultural Festival Advertising

【作者】 罗原廷

【关键词】 客家文化节庆广告 俗民生活 俗民模仿 再现 广告操作

【外文关键词】 Ethnomimesis Hakka Folklife Representation Advertising Operation Hakka Cultural Festival Advertising

【导师姓名】李威霆

【学位名称】硕士

【学位年度】2010

【学位授予单位】暂无

【所属分类】B842.6

【录入时间】2010-01-01

【全文挂接】 读秀挂接

【摘要】家桐花祭、客家美食嘉年華、台灣客家博覽會與六堆嘉年華共計十二部廣告作為文本分析的樣本，援引巴特的符號學分析作為取徑。在操作的分析上，則是以廣告創作者與廣告代理商進行深度訪談。本研究認為，客家文化節慶的廣告文本，以旅遊休閒的影像敘事，作為再現客家的形式。同時在廣告中，各式客家文化節慶的內涵，分別展現出「都市」和「鄉鎮」的客家文化特色，進一步使客家文化元素產生影像區辨的規則。並且，在廣告影像中的文化節慶，則是將傳統的客家元素進行異國風情的營造，試圖以精緻的影像手法突顯在地的客家文化產業。在廣告操作的面向中，客家文化節慶廣告的創作，因受限於政府與政策之權力操作，而具備了文化消費的性質。同時，在廣告中的客家文化節慶，亦呈現出連結政府形象、吸引都市居民和表現現代客家生活與精神的特徵。其次，廣告運用「新」與「舊」的客家文化元素進行創作，像是顛覆舊有客家意象的影像創新，與沿用舊有客家元素作為一種象徵和連結。最後，在廣告影像中，大量地出現客家特色商品，並以商品美學的手法作為廣告影像的表現模式。因此，本研究的結論指出，客家文化節慶廣告，適時地展現客家族群的正面形象，如純淨、潔白、好客與活力等特徵。但卻因為廣告所出現的各式商品，而模糊了客家文化的特色。在客家文化節慶廣告的創作過程中，則是間接地展現政府所欲塑造的客家文化，成為工具性的媒介特徵。...

【外文摘要】With Robert Cantwell s ethnomimesis as theoretical basis, this research unveiled the image styles through which Hakka cultural festival advertising interpreted Hakka folklife. Furthermore, it explored the ways in which advertising producers represented Hakka cultural festivals with Hakka folk materials. Finally, it examined the factors that cast impacts on the image representation.Based on a total of 12 sample advertisements, including Hakka Tung Blossom Festival, Hakka Cuisine Festival, Taiwan Hakka Exposition and Liu-Dui Festival, the study adopted Brather s semiotic to approach the text analysis. The analysis of operation, however, was implemented by in-depth interviewing with advertising directors and agencies.The results revealed that Hakka was represented in the form of tourist consumption. Within varieties of Hakka folk materials, the regional characteristics of city were distinct from those of hometown . In addition, exotic atmosphere was incorporated into traditional Hakka elements with an attempt to highlight the local cultural industry of Hakka in a sophisticated way.In the dimension of advertising operation, the creation of Hakka cultural festival advertising was characterized by consumption due to the control of powers from both government and policy. With the aim of linking government image, attracting urban people and displaying modern Hakka life and spirit, the Hakka cultural festival advertising carried out the subversion of Hakka elements and continuation of the old practices with both new and old image forms. Finally, as a form of image production, the great deal of Hakka cultural specialities and products served to package images in the manner of commodity aesthetics.In conclusions, Hakka cultural festival advertising exhibited the positive aspect of Hakka, such as pureness, hospitability and vitality. The wide range of products in advertising, however, blurred the characteristics of Hakka culture. Finally, the production process of Hakka cultural festival advertising disclosed traits of instrumental media since it reflected the Hakka culture that government had desired....