相聚在金色拱門下：麥當勞電視廣告中的家庭形象分析（1984－2003）

本論文結合使用內容分析與符號學兩種研究方法，針對自1984年麥當勞進入台灣市場的20年間所製作播出的電視廣告，探討廣告如何建構麥當勞金色拱門的符號價值，以及它在文化領域中所具有的宰制及其複雜性。我們檢視麥當勞如何在廣告中與家庭有關的文化建構（cultural construct）進行連結，尤其我們關注家庭的形象如何被廣告運用為一種說服的方式，而在符號意義上進行再建構，並被重置於麥當勞的金色拱門之下。最後，本文也將探討麥當勞電視廣告中所糾結的商品文化與文化政治的相關問題。

This paper examines the cultural dynamics of how McDonald's TV Commercials construct the symbolic values of the Golden Arches and its domination in cultural field in the twenty years since McDonald's entered Taiwan's market in 1984. Using both content analysis and semiotics, we analyze how advertising can connect McDonald's with the cultural construct of family. Especially, we pay attention to how familial images were employed as a means of persuasion, and how its symbolic meaning was reconstructed and relocated under the Golden Arches. We conclude with considering the problems of consumer culture and cultural politics entangled in the commercials.