健康宣導廣告之互文性研究──基於戲劇論之多模態批評

A Multimodal Rhetorical Analysis on Intertextuality of Health Promotion Advertisements Based on Dramatism

對於華語健康傳播而言，臺灣與大陸作為華人閱聽眾數量最多的地區頗受關注。伴隨著傳播科技的發展，行動網路迅速崛起，諸多科學知識、健康觀念藉由社群發酵、傳遞。健康政策宣導廣告、健康產品行銷廣告等文本不再僅僅通過單一管道觸及閱聽人，而是透過網路、廣播等多種媒介進行傳播。健康廣告文本的聲、畫等模態在相應的媒介持續發酵，產生各異的感官效應，因此，對其進行多模態之分析頗具必要性。本研究將聚焦於健康傳播主題，以兩岸的跨媒介廣告《會動的文藝復興為防疫加油》以及《禁煙主題公益廣告<名畫篇>》為研究文本，注重不同模態素材間互文性，採語藝取徑，以Burke的戲劇五因為基礎，進行修辭批評，分析廣告中言說者的戲劇觀、探究廣告中言說者所意欲運作的認同形式、探討廣告之內部互文性與外部互文性。

"Regarding the healthy communication, Taiwan and the mainland have attracted much attention as the regions with the largest number of Chinese users. With the development of communication technology, the mobile network has risen rapidly. Many health concepts are transmitted through the Internet. Texts such as health advertisements no longer reach readers through a single channel. Based on Burke’s dramatistic pentad, this research will focus on the theme of health communication, focusing on the intertextuality."