本論文是以日治時期在台灣發行的『臺灣日日新報』中的廣告為焦點進行分析。第一章以時代別分類進行分析，了解『臺灣日日新報』除了有官用報紙的身分之外，仍然有台灣中心的視點存在。第二章和同時代在日本發行的『朝日新聞』中的廣告進行比較，發現2份報紙的性別取向差異，以及廣告中能顯示出當時的戰況。第三章和第四章中試著從廣告設計、廣告詞以及使用文體的觀點進行分析，以期發現不同的主題和方法，以及社會狀況。身為一日治時期研究，以各式各樣的視點進行廣告分析，可以得知日本國內與台灣的關係、社會狀況和戰況、兩性差異等等情形，日本與台灣之間的差異也能更加明確。 In this thesis, I have focused on the advertisement of “Taiwan Nichi-nichi Simpo” which was issued in Taiwan in the Japan rule age. As the result, this thesis has found the aspects of centrism of Taiwanese other than a government newspaper from analysis of genre changing through every age in Chapter 1. And through comparison between “Taiwan Nichi-nichi Simpo” and “Asahi Shimbun”, this thesis can decode the difference of gender, and also a progress of the WWⅡ at that time in Chapter 2. And then, from analysis the aspects of the design, slogan, language style etc. this thesis has an attempt to read the theme, the method, and social circumstances from the advertisement in Chapter 3 and 4. Last, this dvertising analysis from various aspects as a diachronic research is able to understand the relation between Japan and Taiwan, social circumstances, the progress of the WWⅡ, and the gender gap etc at that age .
