廣告文化理論學派之探討－－三種解讀廣告文本的取徑分析

An Introduction to the Cultural Advertising Paradigm: The three Different Approaches for Analyzing the Meanings of the Advertising Texts

本文旨在探討當前廣告文化理論（Cultural advertising theory）研究廣告文本（Texts）的三個主要取向：文化學派、社會學派以及管理學派。廣告文化研究主要是在尋求將廣告文本意涵的本質加以概念化，著重分析廣告文本的意涵是如何經由不同的文本形式與結構所形成，以及探索閱聽人的文化認知（Cultural understandings）與其解讀廣告文本的策略。文化學派著重在探討不同形式與結構的廣告文本如何建構廣告的意涵，以及閱聽人的文化認知與生活經驗如何建構廣告文化意涵。社會學派則試圖運用文化學派的觀點，來描述「社會所建構的詮釋社群」（Socially-constructed interpretive communities）在解讀相同廣告文本時的差異。管理學派則著重分析與評估廣告主所要傳達的廣告訊息，究竟傳達多少。本文首先探討廣告文本意涵的存在本質問題，進而探討各學派的主要研究者與主要論述。最後，本論文探討未來廣告文化研究的方向。本文目的不在比較不同學派間的優缺點，而是在探討廣告文化理論主要學派的論點，並瞭解各學派研究特色，希望能藉此擴展廣告研究的面向，進而提供學者未來在從事有關廣告與文化研究時能加以運用。

The main purpose of this research is to discuss the three different approaches in the cultural advertising theory: cultural, sociological, and managerial approach. Cultural advertising research is intended to conceptualize the nature of the meanings of advertisements, to analyze how these meanings are generated both bythe formal and structural characteristics of the advertising texts, and to explore what the cultural understandings and the interpretive strategies of the audience are. Cultural approach seeks to explain how the meanings of advertisements are organized both by the formal and structural features of the advertising texts and the cutural understandings and personal experiences of the audience. Sociological approach tries to apply some perspectives of the cultural approach to describe differences in advertising meanings across socially-constructed interpretive communities. Managerial aproach is intended to examine how well advertisements communicate meanings intended by their advertisers. This research addresses three majar areas: first, it examines the nature of the meanings of the advertising texts. Second, it reviews the main researchers and assumptions of the three different approaches. Finally, this paper presents the future study of the advertising texts. In essence, this research is not intended to compare the advantages and pitfalls of three different approaches. On the contrary, the author hopes that this research can bring different perspectives of the advertising reseach, which can be used by other scholars.