臺灣日治時期商業廣告中的「戰爭」符號研究：以《臺灣日日新報》為例

“War” as a Sign in the Advertisements during Japanese Occupation of Taiwan: Taking Taiwan Jih Jih Hsin Pao 1937-1944 as an Example

中日戰爭於1937 年全面開打之後，臺灣總督府為了徹底執行日本帝國政策，展開了「皇民化運動」，臺灣的報紙商業廣告也開始扮演支持戰爭以及戰時宣傳的角色。本研究從圖像符號學研究觀點出發，分析1937-1944 年的《臺灣日日新報》廣告如何透過商業文本的圖文呈現，建構關於「戰爭」的意象。結果顯示，《臺灣日日新報》商業廣告定義「消費」為實踐愛國主義不可或缺之手段、規範不同角色在戰時應有的樣態、甚至自然化原本處於二元對立的符號意涵。消費者從商業廣告裡讀到的是戰爭期「國民」應有的行為規範、以及戰爭所承諾的願景。

After the outbreak of the second Sino-Japanese War, Taiwan Governor- General's Office launched ＂Kominka Movement＂ echoing the national polices of the Empire of Japan. Newspaper advertisements began to function as a vital tool of propaganda in the wartime. Appropriating the theory of pictorial semiotics, the present study analyzes how product advertisements of Taiwan Jih Jih Hsin Pao (Taiwan Daily News) constructed the images of ＂war＂ from 1937 to 1944. The present study finds that there are three semiotic rules concerning the presentation of war images in advertisements. First, most of the advertisements define consumption as an indispensable element to practice patriotism. Second, the advertisements of Taiwan Jih Jih Hsin Pao portray the ideal roles for different people at war and home fronts. Third, advertisements with a theme of constructions in Northern China tend to naturalize meanings of two opposite signs in pairs.