借钱有理消费无罪解读现金卡广告中的消费文化意涵-中华传播学会.pdfVIP

2004 年論論 論 理 讀金 A Study of Contemporary Consumption Culture From the “Cash-Card” Commercials in Taiwan. Wei-Chung Kan 立 理 讀金 理論金行 讀 金 論 金 連 金 金勞 行 勞略勞 異切 了來 來 理度行不 理論 金 A Study of Contemporary Consumption Culture From the “Cash-Card” Commercials in Taiwan. Abstract From the perspectives of critical theories, this paper explores the inner meanings of consumption cultures from the current cash-card commercials by means of semiotics. After analyzing four TV commercials, three main statements are concluded. First, the current commercials present the idea of consumption as “omnipotent”. It implies one can achieve anything through consumption, including achieving one’s dream, obtaining the peer identification, solving the predicament etc. Second, the commercials present the “infinite” meaning of consumptions. Lack of labor in these commercials makes the audience think that they can consume everything without paying anything right away. Third, the commercials present the “legitimate” meanings of consumptions, which is closely related to the value that changes between the generations. At last, the paper proposes the limitations and the future suggestions of this research. It suggests that the future research can continue this topic from the alternative perspective of “audience recognition” to fulfill this study. Key Words: critical theories, semiotics, consumption culture, cash-cards. 2 論 了 了不