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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/93598

    Title: 日本の広告におけるサブテキスト表現 : 自動車、飲料、コスメティックの三業種を中心に─
    Other Titles: 日本廣告中之潛文本表現 : 以汽車、飲料、化妝品之三業別為中心
    Subtext expression of Japanese advertising : a case study of automobile, drink, cosmetic industries
    Authors: 吳恩存;Wu, En-Tsun
    Contributors: 淡江大學日本語文學系碩士班
    Keywords: 廣告;潛台詞;潛文本;涉入程度;顧客價值;非言語;隱喻;CM;Subtext;Involvement;Customer Value;Nonverbal communication;広告;サブテキスト;関与;顧客価値;記号
    Date: 2013
    Issue Date: 2014-01-23 13:15:25 (UTC+8)
    Abstract: 一般而言潛文本(潛台詞)指的是文學作品亦或是演說中隱含的真意,換言之,即為非直白地寫出、說出,而是蘊藏在字裡行間的真意。此外,在戲劇及電影中,不僅台詞,也包含人物的表情與動作、配樂、佈景等非言語性的溝通傳達。
    Advertisement is Not only lingual factors like catch copy, slogans, narrator and lines but also non-lingual factors like images, layout and illustration of print advertisements and setting, soundtracks and the impression of characters in TV advertisements are included in subtexts. In brief, the subtext of advertisements is characterized by indirectly enhancing the features of products by not directly explaining the specific functions of products.

    This study focuses on the advertisements in Japan’s automobile, drinks and cosmetics industries which are different in price zone, product features, customers’ involvement and customer value, and analyzes the interaction of all factors (lingual and non-lingual, concrete and abstract, emotional and rational), complementary embodiment of subtext expressions, the differences of advertisements expression in all industries and the comprehensive functions implied in advertisements in the modern society.
    Appears in Collections:[日本語文學系暨研究所 ] 學位論文

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