從國父戴扁帽檢視廣告中政治肖像的幽默與效果

The Humor Effect of Political Portrait in Advertising - A Case Examination in the Election of 1998 Taipei Mayor

肖像的本身是一種傳播符號，其運用形式與產生的效果，往往因符號使用者詮釋的意義不同及傳播情境的不同而有所差別。在1998年年底的市長選舉中，陳水扁陣營的扁帽工廠刊出一則以國父肖像作代言人的競選廣告。除了在國父的肖像上戴上扁帽工廠的符號象徵「扁帽」外，並以“我覺得阿扁市長做得不錯！”做為國父所言的字樣。此則廣告，引發新黨人士在民國87年11月12日國父誕辰時抗議，認為褻瀆國父，並進而引發抗議現場的推擠與衝突。民進黨人士認為這是創意性的廣告表現，純屬幽默；新黨的人士則認為此舉是對國父肖像的極不尊敬，並不幽默。在政治選舉中，政治符號的幽默運用頗敏感。因為政治符號本身就帶有許多的理念與意識型態，所以某些支持者可能覺得幽默，但對手的支持者也可能產生反感。因此，本文想就國父戴扁帽的這則廣告，檢視（一）此廣告的幽默效果為何？（二）此廣告以國父做陳水扁的證言人適不適合？（三）此廣告的幽默與創意效果是否會隨不同候選人的支持者而有所不同？研究方法以便利抽樣取得大學生樣本422份，以問卷調查的方式測量受訪者對此廣告的反應。結果發現，（一）整體而言，58％的受訪者覺得此則廣告在影像部分幽默或非常幽默，但在文案部份，只有34％的人認為幽默或非常幽默；（二）大多的受訪者（包括陳水扁的支持者）都認為此廣告以國父做陳水扁的證言人並不適合；（三）不同候選人的支持者對此廣告的幽默與創意評量有明顯的不同。

Portrait is a sign. The effect of a portrait sign depends on how the users interpret the portrait. In Taipei City Mayer election of 1998, Bian Family promoted one advertising in which Sun Wen was dressed with the hat of Bian Family. In 1998/11/12, the New Party (NP) members protested against the advertising because they think it demeans Sun Wen. However, Democratic Progressive Party (DPP) members responded with the answer that the advertising is very creative with humor. The humor of political sign is very subjective. Some supporters feel one sign humorous, while the opponent's supporters feel the same sign uncomfortable. That's why the study is going to examine (1) the humor effect of the advertising; (2) is it proper or not for printing the portrait as the spokesperson of Chen Hsui-Bian?. (3) will different supporters respond differently to the advertising? This study surveyed 422 college students and found that: (1) about 58% of the respondents feel that this advertisement is graphically humorous or very humorous; while only 34% of the respondents feel that it is textually humorous or very humorous. (2) most of the respondents feel it improper for Chen Hsui-Bian to use the portrait of Sun Wen. (3) different supporters respond differently to this advertisement.