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Please use this identifier to cite or link to this item: http://dspace.cityu.edu.hk/handle/2031/9107
Title: 敘事角度下視頻廣告的男女形象: 以香港2005-2018信用卡視頻廣告為例
Authors: Chen, Shuting (陳舒婷)
Department: Department of Chinese and History
Issue Date: 2018
Course: CAH6507 Master's Project
Programme: Master of Arts in Chinese
Supervisor: Mr. Kwok, Kam Hung
Citation: Chen, S. (2018). 敘事角度下視頻廣告的男女形象: 以香港2005-2018信用卡視頻廣告為例 (Outstanding Academic Papers by Students (OAPS), City University of Hong Kong).
Abstract: 本研究主要通過敘事學中的敘述者、敘事功能和角色模式三個概念,對香港信用卡文本中的男女形象進行探究,並引入敘事學中「隱含作者」的概念,調查受眾對信用卡廣告中男女形象的構建。拋開社會因素的干擾,僅從廣告文本本身,用敘事的角度分析的男女形象會更為客觀。在分析中發現,男性除了在廣告中形象較為客觀、理性和權威外,亦有感性和主觀的一面,而女性形象普遍比較主觀和感性,並在廣告中主要以漂亮和性感的外形展現。在通過對受眾的男女形象調查總亦可看出,受眾構建出來「隱含作者」的男女形象雖和廣告商有意引導的形象大體一致,但依舊存在偏差。
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