报业解禁以来（1988～2013）《中国时报》广告价值观变迁研究  

Deep Content Analysis of Advertising on China Times from 1988- 2013

作　　者：林升梁[1] 刘婷婷[1] 

机构地区：[1]福建师范大学传播学院,福州350108

出　　处：《现代广告》2014年第21期4-16,共13页Modern Advertising

基　　金：本文受到2011年国家社会科学基金青年基金项目资助,项目名称：“三十三年（1978-2010）广告镜像：中国社会价值观念的变迁”,编号：11CXW031.

摘　　要：本研究选择报业解禁以来（1988～2013）《中国时报》（不含海外版和中缝广告）的广告作为研究对象，共抽取104份报纸，得到8174则广告、16479种价值诉求，从三个角度切入分析《中国时报》广告价值观念的变迁：40种文化价值观、“实用性价值观”和“象征性价值观”、东西方价值观。《中国时报》广告具有三个特点：第一，与大陆相比，《中国时报》广告中出现持续变动的价值观指标更多，折射出报业解禁以来台湾广告价值观的变迁更为剧烈。第二，《中国时报》广告中东方价值观随时间推移不断上升，尽管西方价值观也在上升，但每个阶段东方价值诉求均保持领先优势，折射出台湾广告在迈向国际化过程中，面对外界冲击，在吸收中依然坚守本地化特色。第三，在40种文化价值观指标里，按频数排名前五的依次是：“有用”、“经济”、“工作”、“休闲”和“便利”，这五个形容词生动表达了《中国时报》广告的特性。On the basis of deep level of advertising in the newspaper of China Times since lifting the ban from 1988- 2013（excluding overseas edition and raphe advertisements）,we abstract 104 pieces of newspaper and obtain 8174 pieces of advertisements with 16479 kinds of cultural values. Three angles are processed here to analyze changes of cultural values on advertising of China Times：40 kinds of indices for cultural values,＂practical values＂ and ＂symbolic values＂,and demension of oriental and western values. There are three kinds of characteristics of advertising of China Times.First,advertising of China Times embodies relatively violent changes of Taiwan＇s society comparing to China's Mainland.Secondly, advertising of China Times from 1988 - 2013,occupation of oriental values is increasing with time passing by and those of western values is increasing as well.But occupation of oriental values all surpasses those of western values in the three stages.Finally,in 40 kinds of cultural values indices, the top five are： ＂function＂,＂economy＂,＂work＂, ＂leisure＂ and ＂convenience＂ according to the ranking of frequency. The five adjectives show a vivid expression of core characteristics of advertising of China Times.

关 键 词：《中国时报》 广告 深层 内容分析 

分 类 号：G216.2[文化科学—新闻学]