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研究生：	王嘉琳 Wang, Chia-Lin
論文名稱：	是誰在說話？—公益廣告中的文字與圖像分析 Who's Talking?—Texts and Images Analysis in Public Service Advertisements
指導教授：	高實玫 Kao, Shin-mei
學位類別：	碩士 Master
系所名稱：	文學院 - 外國語文學系碩士在職專班 Department of Foreign Languages and Literature (on the job class)
論文出版年：	2005
畢業學年度：	93
語文別：	英文
論文頁數：	119
中文關鍵詞：	公益廣告、紐約廣告獎
外文關鍵詞：	New York Festivals, Public Service Advertisements
相關次數：	點閱：82 下載：5
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　　本研究試圖從文字與圖像兩方面分析國外印行的公益廣告，探求其中是否會有共通的文字與圖像的表達方式，足可作為未來台灣公益廣告的參考與借鏡。

　　本研究以紐約廣告獎第十二輯獲獎之四十八件公益廣告為樣本，並邀請一名從事商業設計與另一名從事英語教學之評量員共同利用研究者製作之量表，評析並統計廣告樣本中文字的敘事觀點與敘事語氣；圖像的視角與構圖（包括訊息價值、強調手法、與框架）。主要發現如下：

1.廣告文字的敘事觀點以第一人稱為最多，其次為第三人稱之敘事觀點，戲劇對白式的敘事方式在樣本中並未出現。
2.廣告文字的敘事語氣以「逗趣式」的語氣為最，至於「說理式」的語氣則出現頻率較低。
3.廣告圖像的視角則以與觀者相對等的居多，其次是高視角，低視角最少。
4.廣告圖像的訊息價值以「已知-創新」為最高；強調方式以「色彩」與「對比」兩大方式為主；廣告圖像的框架則以「連結」為主。

　依據以上的研究結果，本研究有以下的建議：
1.公益廣告的敘事方式宜採第一人稱並以幽默的逗趣式語氣表現。
2.公益廣告的圖像宜以與讀者平等的視角，並以「已知-創新」的圖像佈局配以「色彩」或「對比」為要，圖像元素以「連結」的方式呈現為佳。
3.對於讀者的文化背景與社會地位結構的認識，在公益廣告製作時，宜多加考量。

　This study aimed to analyze the texts and images of printed public service advertisements and to explore the potentiality of the intercommunity on expressing these advertisements. There were forty-eight awarded public service advertisements of New York Festivals Annual Twelve as the data for investigation. The researcher invited two raters to co-work with him to evaluate these ads based on a scoring system developed by this researcher. The system contained evaluation on two main parts, the text and the image. There are two categories, to investigate narrations and tones of the text. The two categories, used to discuss the images are viewing angles and image composition. The image composition is further divided into information value, salience, and framing. Based on the data analyses, the findings of the study are summarized as follows:

1. The first-person narrator appeared highly frequent on the forty-eight PSA samples, and the third-person narrator comes the second in its appearance. A dramatic character of expression has not been found.
2. A “tickle” tone of expression was most likely used in PSA texts.
3. An equal viewing angle is preferred by these ads in the sample PSAs rather than a high or low angle.
4. Regarding image composition, the study found a given-new information value, a colorful and tonal contrast, and connected framing were most preferable among the ad creators.

　Based on the above findings, this study suggests that:
1. We may express a public service advertisement with the first-person narrator and a “tickle” tone.
2. We may compose the images with an equal viewing angle, a given-new information value, a colorful, or tonal contrast objects in a connected framing.
3. While we edit a PSA, the cultural differences and social constructed roles should be taken into consideration.
It is hoped that my research can provide some baselines for a comparative on Taiwanese public service advertisements with those discussed in this study.

CHAPTER ONE  INTRODUCTION................................................	1
Background...............................................................3
Motivations and Purposes of the Study....................................4
Design of the Study......................................................8
Limitations of the Study................................................10
Abbreviation and Definition of Terms....................................10
CHAPTER TWO  LITERATURE REVIEW...........................................15
Texts in Advertisements.................................................16
Narrators in FPN, TPN, and DC Analysis Strategy.........................16
First-person Narrator...................................................17
Third-person Narrator...................................................18
Dramatic Character......................................................20
Types of Copywriters....................................................21
Reason and Tickle Analysis Strategies...................................23
Summary of the Text Analysis............................................26
The Images in Advertisements............................................26
Diagrams of Meaning Potential...........................................28
The Meaning of Composition..............................................30
Conclusion..............................................................32
CHAPTER THREE  METHODOLOGY...............................................33
Collecting the Data.....................................................33
The Study Procedure.....................................................35
Raters..................................................................35
Pilot Study.............................................................36
Reach the Consensus.....................................................37
Master Scoring Table....................................................38
The Actual Scoring Process..............................................39
Summary.................................................................40
CHAPTER FOUR  RESULTS AND DISCUSSIONS....................................42
Introduction............................................................42
Text Narrations.........................................................43
Frequent Usages of the FPN..............................................44
The TPN is Used Less than the FPN.......................................48
Conclusions on Narrator Usages..........................................53
More Tickles Than Reasons...............................................55
Tickle Tone is Usually Applied..........................................56
Fewer Reason Tactics....................................................60
Discussion of Texts.....................................................61
Images in PSAs..........................................................62
Three Major Viewing Angles..............................................63
Low Viewing Angles......................................................65
Equal Viewing Angles....................................................68
High Viewing Angles.....................................................70
Discussion of the Viewing Angles........................................74
The Composition of Images...............................................75
Information Value.......................................................76
Discussion of Information Value.........................................83
Salience................................................................84
Ads that Draw Attention to their “Size”...............................86
‘Color’: the Most Frequently Used Salient Element among these Samples.89
Elements Which Stand Out from Their Surroundings........................92
Discussions on Salience through Size, Color, and Tonal Contrast.........95
Framing: Connection /Disconnection......................................96
Discussion of the Framing Elements.....................................101
Conclusions of the Study on the Images of Forty-eight Sample PSAs......102
CHAPTER FIVE  CONCLUSIONS...............................................104
Summary and Implications of the Findings...............................104
Applying the FPN and TPN in PSA Narrations.............................105
The Most Frequently Used Image Techniques in PSAs......................107
Limitations and Further Study Suggestions..............................108
Cultural and Social Differences........................................108
Data, Raters, and PSA Types............................................110
REFERENCES.............................................................112
Appendix A  Results of the Text and Image Analysis of the 48 PSA 
            Samples....................................................116
Appendix B  The Researcher's Evaluations of the 48 PSA Samples..........117
Appendix C  Rater One’s Evaluations of the 48 PSA Samples..............118
Appendix D  Rater Two’s Evaluations of the 48 PSA Samples..............119


                                    

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校外：2005-07-28公開

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