文化符碼與社會意義－－台灣地區報紙醫療廣告的分析

Analysis of the Cultural Codes and Social Meanings of the Newspapers' Medical Advertisements in Taiwan

本研究乃針對台灣地區報紙醫療廣告之內容，結合「符號意義的分析」與「內容分析」的觀點和方法，探討醫療廣告的特質，並解讀醫療廣告的文化符碼及其所代表的象徵性社會意義。本研究首先分析平面廣告媒介之象徵性特性，探討此象徵性廣告的組成要素，並以七份報紙的經驗資料來解說象徵性廣告的實際意義，以幫助我們瞭解台灣報紙醫療廣告的意涵。

This sutdy explores the nature of the newspapers' medical advertisements in Taiwan. The purpose is to explain the cultural codes and their social meanings through symbolic interpretation and content analysis. First of all, this study examines factors that compose printed advertising media and analyzes the symbolic nature of this type of media. In order to better understand the implications of Taiwan's medical ads, this study explains the sym-bolic ads by referring to empirical data collected from seven newspapers published daily in Taiwan.