流行文化「名人」推薦廣告之研究──解析「電視廣告就是媒介內容」的類型與意義建構過程

The Study of Celebrity of Popular Culture in Advertising Endorsement-- An Analysis of the Forms and the Construction of Meaning in Commercials as Media Content

本研究旨在分析流行文化中的名人在電視廣告中出現的類型，以及名人廣告的意義建構過程，並從流行文化與消費文化理論的角度，來加以探討。本文特別將台灣的「電視廣告就是媒介內容」區分為七類，即廣告就是綜藝節目、流行音樂、新聞節目、運動、電影、脫口秀與戲劇等，並刻意選取台灣的特定實例做逐一的探討。文中並將名人推薦廣告對消費者的意涵提出說明，以及影響名人推薦廣告意義建構的因素進行分析。研究結論指出，現代消費社會的特性是「符號消費」已取代實質的物品消費，而廣告工業主要是提供文化參考的架構，並運用流行文化中的「名人」個人所代表的特質與文化意涵，作為廣告的代言人，來提供消費者符號的消費。

Based upon the theories of popular culture and consumption culture, this paper is intended to analyze the forms and the construction of meaning in celebrity endorsement commercials. There are seven genres of advertising as media content in Taiwan's commercials: Ads as entertainment programs, ads as popular music, ads as newscasts, ads as sports, ads as films, ads as talk shows, and ads as drama. The selected samples for this study are the most popular commercials in Taiwan. This paper also discusses the meanings of celebrity endorsement upon consumers and some factors that may influence the construction of meaning in using celebrity endorsement commercials. This study points out that the characteristic of modern consumption society is the consumption of symbol already instead of material consumption. The advertising industry plays the mediated role for providing cultural framework for consumers by using celebrities of popular culture.