符号学视野下的台湾地区领导人竞选影视广告分析广告学专业论文.docxVIP

关键词：符号学影视竞选广告马英九蔡英文 关键词：符号学影视竞选广告马英九蔡英文 意识形态 万方数据 SEMl0TIC SEMl0TIC ADVERTISEMENT ANALYSlS 0F THE 2012 TAIW州LEADER’ ELECTl0N IN BOVIES AND TELEVISl0N SHOW ABSTRACT In current Cross．·strait development，the frequent conⅡmmication of bom sides has become an irreversible trend．There is a different political party system in Taiwan，where political competition election eampaiglas are in full swing．The Kuomintang and Democratic Progressive Party,as the most potential party in Taiwan，started a comprehensive contest in Taiwan election campaign in 2012．The election result depends on the vote number of Taiwanese voters and the television and advertisement propagandas play indispensable roles in election of political parties．Analyzing political election advertisement in Taiwan is advantageous to apprehend the politics，economy and culture in Chinese social and circumstance in international communication explicitly．Therefore，doing research on political election advertisement in Taiwan has realistic practical significance．． Taking Kuomintang and Democratic Progressive as two samples and comparatively analyzing television advertisement of Taiwan election campaign，this article disassemble text， camera and sound based on the theory of narratology and symbolic movies and television,． Next，．do research on derived meanings on base of grasping the content of the movies and television,．In addition,deeply analyze the political candidates’gender,appearance，ethnic appeal and ideology in order to demonstrate that the female candidates figures are set to compete for all kinds of groups by using skills such as offending and defending properly, using leading role and creating a whole advertising atmosphere,，etc． Key words：Semiotics；Electioneering advertisement of movies and television； Ma Ying-jeo；CaiYing wen；Ideology III 万方数据 目 目 录 第一章绪论～ 。 一 一 ．．1 1．1国内外学术研究综述 1 1．2研究背景与研究动机 5 1．3研究对象与具体样本 9 1．4操作方法与研究意义 ．13 第二章概念的界定与解析 ．．15 2．1竞选广告与形象 ．15 2．1．1竞选传播与竞选广告 一15 2．1．2候选人形象与政党形象 l 7 2．1．3电视广告与微电影