消費烏托邦世界中的自我展演－以中興百貨廣告為例

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Title:	消費烏托邦世界中的自我展演－以中興百貨廣告為例
Other Titles:	The Presentation of Self in the Utopia of Consumption--the Sunrise Department Store Advertisements Case
Authors:	羅曉琦 Lo, Hsiao-chi
Contributors:	美學與藝術管理研究所陳泓易 Hang-yi Chen
Keywords:	意識形態;消費主體;中興百貨廣告
Date:	2004
Issue Date:	2015-07-06 16:27:00 (UTC+8)
Abstract:	在台灣近幾年來，有關消費文化層面的課題，漸漸地受到重視與討論著，那本論文即是試圖從中興百貨的廣告為探討的文本對象，希望藉由中興百貨廣告文本微觀的探討與分析，期望能勾勒、描繪出有關台灣時尚消費文化粗略的面貌，那麼所以，有關於中興百貨廣告的設計與拍攝相關技術層面的問題，便不是本論文所探討的面向。　　　因此，本論文是著重在於探討中興百貨廣告中所隱含的消費意識形態，與其廣告所意欲形塑出來的烏托邦式的消費空間，還有，有關於消費主體在透過中興百貨廣告文本，如何形構出理想的自我圖像。所以，本論文是以運用高夫曼的日常生活中的自我展演理論為主要理論架構，以及相關的消費文化理論，來探究中興百貨廣告中所塑造出來的消費空間，與消費主體如何在這被形塑出來的理想的消費間之中呈現自我的形象。那麼，在本論文第三章節的部分，筆者是先探討有關於中興百貨各個年度廣告的文本分析及其背後所隱藏的符號建構樣貌，接著再探討有關於廣告文本中的消費意識形態，本論文在此部份分為兩個面向探討之，其一為廣告文本想要形塑出一個新的消費族群，其二為廣告文本想要將消費主體的消費慾望鬆動開來。之後，在第四章節的部份，是要探討中興百貨廣告文本中有關於消費主體的自我認同、自我形象的想像，與消費主體藉由廣告呈現在日常生活中展演和自我創造等面向的課題。　　In recent years in Taiwan, the topics concerning the aspect of consumption culture have been gradually emphasized and discussed. The dissertation tried to take the advertisement of the Sunrise Department Store to be the text and object for discussions, expecting to outline and depict the rough appearance of the fashion consumption culture in Taiwan by the microcosmic explorations and analyses of the text of advertisement of the Sunrise Department Store. Hence, the questions regarding the design and the relative shooting technological aspect of advertisement of the Sunrise Department Store were not the directions discussed in this dissertation.　　　Therefore, the dissertation stressed on delving into the consumption ideology implied in the advertisement of the Sunrise Department Store, and the Utopian consumption space the advertisement desired to mold. Moreover, about how the consumption subject constructed his/ her own ideal self-picture through the text of advertisement of the Sunrise Department Store. Consequently, the dissertation utilized “The presentation of self in everyday life theory” of Erving Goffman to be the main theoretical structure, and employed the relevant consumption cultural theories to explore the consumption space molded in the advertisement of the Sunrise Department Store, and how the consumption subject reflected the self-image in this molded ideal consumption space. Then, in the third chapter, I discussed the text analyses of advertisement of the Sunrise Department Store in each year and the symbol construction appearance concealed behind first, and probed into the consumption ideology in the text of advertisement. At this part, the dissertation could be divided into two aspects to discuss. One was the text of advertisement wanted to mold a new consumption group; the other was the text of advertisement would like to stimulate the consumption desire of the consumption subject. After that, at the part of the fourth chapter, I would make a thorough inquiry of the topics of the consumption subject’s imagination of self-identity and self-image in the background of the text of advertisement of the Sunrise Department Store, and the consumption subject’s representation and self-creation presented in daily life by advertisement.
Appears in Collections:	[Department of Visual and Media Arts] Disserations and Theses

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