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博碩士論文 etd-0728106-154652 詳細資訊
Title page for etd-0728106-154652
論文名稱
Title
「我」或「我們」?個人主義在台灣與美國雜誌廣告內容呈現之比較
"I" or "WE"? A comparative analysis of individualism in Taiwanese and U.S. print advertisements.
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
145
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2006-07-03
繳交日期
Date of Submission
2006-07-28
關鍵字
Keywords
文化、個人主義、廣告
culture, advertising, individualism
統計
Statistics
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The thesis/dissertation has been browsed 5793 times, has been downloaded 2691 times.
中文摘要
做為大眾媒介的一種形式,廣告被譬喻成一面扭曲的鏡子,廣告內容反映出文化的複雜風貌,因此廣告文本提供一個特殊場域讓我們了解不同文化脈絡間的異同。本研究針對重要的文化價值—個人�群體主義,分析了2003至2004年間,台灣的《天下》以及《儂儂》兩本雜誌有279則廣告,美國的《Fortune》以及《Glamour》兩本雜誌有312則廣告,總共591則廣告的內容呈現。本研究首先探討台灣雜誌廣告內容所呈現的西方文化,以了解台灣廣告西化的程度。結果發現,台灣雜誌廣告內容中呈現相當程度的西方文化,有55.2%的廣告呈現西方語言以及45.5%的廣告呈現西方白人模特兒,儘管如此,本研究不認為台灣廣告內容已全然西化,需要未來研究做進一步的檢視。

傳統上屬於群體社會的台灣文化脈絡,在歷經工業化、全球化之後,無論是政治經濟制度或是廣告產業結構都產生巨大變化;而美國則被視為典型的個人主義文化代表國家。本研究其次比較兩個不同社會雜誌廣告內容中所呈現的個人�群體主義文化價值。根據本研究發現,台灣雜誌竟比一向崇尚個人主義文化的美國雜誌內容傳遞出更高的個人主義文化價值。高達73.1%的台灣雜誌廣告呈現單獨個體,比美國雜誌廣告的59%高出了14.1%。本研究也發現台灣與美國的雜誌廣告同時都呈現出混雜的文化,差異已不再是東西二分,而是取向以及程度上的差別。舉例來說,美國在其雜誌廣告中較強調「自我進步、自我實現」的重要性,卻也呈現較高比例「人群和諧相處」的群體意象;相對的,台灣位處東方與西方交流的樞紐,其雜誌廣告除了反映出「強調他人幸福」、「重視他人意見」的群體概念之外,也較強調「個人野心抱負」此個人主義文化。最後,本研究發現「廣告產品類別」以及「廣告產品來源」與文化價值呈現相關,也就是不同產品類別以及產品來源的廣告將會選用不同取向的文化價值,在進行跨文化比較研究時應將這兩個因素納入考量。

總而言之,本研究發現台灣與美國文化間所存有的相異處以及相似處,彰顯文化複雜、流動的本質,反映在廣告所呈現的混雜內容中,無論是台灣或是美國雜誌的廣告內容,都可視做廣告的「融爐」。東西方文化的藩籬已不再遙遠與絕對,無論是強勢或是弱勢文化,彼此間仍存有對話、競爭的力量。考量廣告文本背後巨觀的結構運作力量,以及影響廣告中文化價值呈現的因素,本研究於是承認,社會脈絡、文化價值與廣告三者間的關係,絕非簡易的二分法,或是單一研究就可以解釋,而是需要不同研究者以不同角度切入,藉以闡述說明文化的豐富與複雜度。
Abstract
As a media genre, advertising is viewed as a distorted mirror which reflects the complexity of culture, advertising therefore offers a unique opportunity to study the different context across cultures. This article generally looks at how advertising reflects culture by contrasting the expression of one core dimension of cultural values, individualism/collectivism, in print advertisements from two diverse societies: United States and Taiwan. This research analyzes the content of 591 American and Taiwanese print advertisements appearing from 2003 to 2004. Firstly, this article seeks to examine how Western advertising in Taiwan is. The results of this investigation reveal that 55.2 percent of the advertisements employed Western language (mainly English) and 45.5 percent of the advertisements utilized Caucasian models. With the appearance of English words and Western models in Taiwanese advertising, we might presume that Taiwanese commercial messages are indeed becoming more Western. However, I have no reason to believe that Taiwanese advertising is being wholly westernized, and therefore future researches are needed.

Being traditionally classified as collective society, Taiwan has undergone tremendous transformation in terms of political/economical systems and the advertising industry through the process of industrialization and globalization. As to United States, it takes the leading role in the era of globalization and has imposed great impact on most parts of the world in economical or cultural way. Secondly, this research compares individualism/ collectivism appeared in this two different societies. According to the results, the use of single individuals is more pronounced in advertisements from Taiwan (73.1%), and less pronounced in United States (59.0%). This article also finds that advertisements from Taiwan as well as United States both reflect hybrid culture. For example, advertisements from the United States employed large proportion of appeals to self-improvement or self-realization while also contained the image of harmonious grouping. In contrast, advertisements from Taiwan embraced both Western and Eastern cultures, and therefore the content of Taiwanese advertising not only reflected the concerns about others, but contained a greater extent of focus on ambition. However, differences observed tend to be differences in degree, not in kind. In addition, this research also finds that “product category” and “product origin” would somehow influence the presentation of cultural values. Future intercultural research should take these two factors into consideration.

In summary, this research found some similarities as well as differences between Taiwan and United States. The contents of advertisements reflect the hybridization of these two cultures and therefore illuminate the complicated and fluid essence of culture. The results imply that contemporary Taiwanese and American advertising is not only a “distorted mirror” but a “melting pot” of cultural values. There is no longer absolute and remote distance between East and West. Considered the macro structural power behind the advertising context, this research has admitted that the relationship among social context, cultural values and advertising should never be simple. The abundance and complexity of culture needs to be examined through different viewpoints instead of simply dichotomy or only one single research.
目次 Table of Contents
第一章 緒論 1
第一節 美國廣告產業的全球主導地位 1
第二節 台灣廣告產業發展與跨國化 5
第三節 廣告與文化價值 9
第四節 研究問題 11
第二章 文獻探討 13
第一節 廣告與全球化 13
壹、跨國廣告與全球化 13
貳、傳播模式與全球化 15
參、文化混雜與全球化 19
第二節 文化價值 20
壹、文化價值定義 20
貳、廣告與文化價值 22
參、廣告與文化價值相關研究 23
第三節 個人主義與群體主義 39
壹、概論 39
貳、個人主義的重要屬性 40
參、個人�群體主義的主要差異與演進 43
肆、個人主義之相關研究 46
第三章 研究方法 51
第一節 量化內容分析 51
第二節 研究設計 52
壹、抽樣方法 52
貳、建構分析類目與類目定義 55
參、資料編碼與信度 58
第三節 資料分析方法 60
第四章 研究結果分析 61
第一節 台灣雜誌廣告內容的西化程度 61
壹、台灣雜誌廣告內容呈現之西方文化 61
貳、西化指標與產品類別 63
參、西化指標與產品來源 64
第二節 台灣與美國雜誌廣告內容中的個人�群體主義 65
壹、雜誌廣告內容中所呈現的人物數量 65
貳、兩國廣告個人主義訴求呈現形式比較 66
第三節 不同產品廣告中個人主義呈現的差異 75
壹、產品類別、產品來源與個人主義的呈現 75
第五章 結論與建議 89
第一節 結論 90
壹、台灣雜誌廣告內容呈現西方文化 90
貳、比較台灣與美國雜誌廣告內容中呈現之個人�群體主義 92
參、影響廣告中個人�群體主義呈現差異的兩個因素 96
第二節 研究限制 100
第三節 建議 102
參考文獻 104
中文部分 104
英文部分 106
附錄一 編碼表 120
附錄二 編碼說明 124
附錄三 廣告文本 133
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