本文主要以十八支電視廣告為對象，以Bourdieu的日常生活實踐理論與AIOs、VALs生活指標結合，放入研究脈絡中，並以符號學的分析方式，來觀看大哥大廣告呈現出的消費文化品味類型、消費文化類型隱含意義、以及經過時間歷程對於大哥大消費文化類型意義流動的影響等問題。
結論發現，六種消費文化類型中， 菁英領導型佔有五則、崇尚創意型四則 、隨心所欲型四則、社交應用型三則、價格取向型一則、都會新貴型一則，儘管消費文化類型各有不同，文化中仍存在著幾個相同的主流價值，如對勝利的追求、對成功的渴望、對美好未來的期盼、對自由的嚮往、對簡單的需求等，面對這些主流價值，反映在每個消費文化類型與人生階段的脈絡上時，卻有著截然不同的廣告表現型式。菁英領導型、社交應用型追求的都是一種牽涉到以男性為主權的職場領域，在社會潛移默化的教化下，呈現出「男主外、女主內」、「男強女弱」的父權優勢價值及「追求成就」的成功價值觀；而崇尚創意型、都會新貴型，追求的卻是品味出眾的角色認同，藉由「內外兼具」、「彩色人生」的信念，建構出真正內在追求認同與歸屬的價值習性； 另外，隨心所欲型與價格取向型，即是呈現出隨心所欲的自在掌握生活，其中更體現做自己的價值觀。由此即可反映Bourdieu所言的習性，每個族群皆有其獨特的價值觀，每個價值觀皆是影響每個族群消費文化品味的要素，而活動領域也因此受習性的影響，有的族群游移於職場、有些則在家庭、有些則在社交場合等等，因此在習性與活動領域交錯下，消費文化類型的品味一覽無遺。
而大哥大在台灣發展的情形非常符合從使用價值到符號象徵價值轉向的分析，廣告分析中，從消費文化類型中歸納出以下三種社會階級：一是社會新鮮人、二是家庭主婦、三是菁英主管。社會新鮮人或家庭主婦，都希望藉由學習或模仿能成為廣告中的角色，試圖讓自己的社會身份得以向上流動 。而菁英主管型，由於已擁有令人稱羨的成就與權勢，因此，其即會產生水平身份地位的流動，希望依然能掌握權力態勢。 / Mobile Phone is advertising agency's new lover in these two years. Since the liberalization of telecommunication, mobile phone sellers import all kinds of phones in huge amount to supply customers' demand. After an year's "Supply and Demand", the market of mobile phone is under a kind of stable situation. Meanwhile, many sellers have lots of stock, and these stocks push them to promote in various ways. Certainly, many commercial advertisements come out. With all possible promotions. the importers can sell out their stock to reduce their cost pressure. It also enlarge the market scale by stimulate this market with lower and lower price.
The market scale is easily enlarged by those potential consumers as we can find out.Right now, mobile phone is more than a telephone for communication and something symbolic and material. Here I will start with the major concept from the theory of Bourdieu. From its structure of theory, we could view the different classes among habits, capital, and fields. They mean different taste of consumingf, also life style.
Making use of 18 commerical advertisements by semiology, I finally categorize five kinds of Consumer Behavior as follow.
1. Elite Oriented
2. Creativity Oriented
3. Whatever Oriented
4. Price Oriented
5. Social Oriented
6. New Nobility.
Despite the different consumer behaviors, there is existing main stream in our culture and value like chasing victory, hunger of success, the expectation of wonderful future, the dream of freedom, and the demand of simple. Facing these main streams of value in our society, all different commericial advertisements reflect all kinds of our cultures one by one neatly.
| Identifer | oai:union.ndltd.org:CHENGCHI/B2002001666 |
| Creators | 吳美秀, Wu, Mei-Hsiu |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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