Advertising plays an important role in the modern society. It influences not only the development of business concretely, but also sharpness of culture abstractly. The commercial advertisement of real estate is a communication of media industry, and a financial origin of media industry as well. The great investment to commercial advertisement from real estate client will obtain more exposure. However, there are many specific values in the advertising text, and the values will shape culture and habitus in the wake of advertising exposure. Following that, people start to drink STARBUCKS, watch the western movie, put on thee NIKE shoes, learn English and concern the stock market in U.S.A. by being educated from advertising. Westernization and modernization bring progress of technology and politics, but they could be able to fade away culture identity.
The main point of this research is to deconstruct and exposure the western myth that is disguised in real estate advertising text, and to decode how the western is constructed to be an superiority and connect with hierarchical society. Furthermore, by observing a great deal western signs in real estate advertising, this research also analyzed the organization and operation of signs to realize the process of self-culture exclusion and self-colonization from the post-colonial point of view. The research method is qualitative semiology analysis. This research gathered twenty samples from numerous real estate advertising on the basis of western index and manifold content, in order to reveal the underlying meaning by analyzing the selection, composition and arrangement of sign.
Two results have found from this research. Firstly, real estate website advertising rebuilds that west is superior, ideal and aspirational, and regards west as pronoun of success and happiness. For example, ¡§Watch child English drama at Christmas, Have a tea time break.¡¨ The advertising brings the western holidays, western way of education and western tea time culture into the context of life to naturalize western culture and value into daily life. Secondly, real estate website advertising represents self-colonization. For example, ¡§The San Sia old street, Baroque architecture.¡¨ The San Sia old street that is made of red brick is symbol of Eastern architecture. But, the advertising lay emphasis on the arch configuration to represent the San Sia old street as a kind of western architecture.
After reviewing the analysis, this research declared two suggestions. The first, real estate advertising producer should increase the amount of the eastern sign, meanwhile, use eastern sign within eastern cultural context as well, in order to weaken self ¡Vcolonization. The second, audiences should have an ability to deconstruct and criticize real estate advertising to dig underlying meaning and reveal hierarchical representation, and also awake rethinking of eastern subject.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0208110-094356 |
| Date | 08 February 2010 |
| Creators | Hsu, Chih-Hsuan |
| Contributors | Jih-Hhwa Wu, Feng-Yuan Kuo, Ching-Ning Wang |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0208110-094356 |
| Rights | restricted, Copyright information available at source archive |
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