無厘頭蠻牛廣告分析─從「失諧解困」觀點

• Main Author: 楊俊彥
• Other Authors: 王石番
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/42415647915746283217

碩士 === 佛光大學 === 傳播學系 === 97 === Abstract The word ”unreasonable” is initiated from Stephen Chow’s film style, came into being a cultural ideological trend, especially have strong appeal to younger generat- ions. However the unreasonable technique and element used in the film, appear in the advertisement gradually. The combination of both sides, cause vaster influence on the society, and started the motive for researching and analysing unreasonable advertisement too. This study is from the humorous view and use text analysis for Paolyta Bull’s advertisement, it stand on the Incongruity – Resolution of humorous cognitive model to explore the unreasonable element’s operation in Paolyta Bull’s advertisement, and discover unreasonable influence instantly in the society. By search for studies about unreasonable concept and analyze the text of Paolyta Bull’s advertisement, this study discovers as follow: First, unreasonable elements of Paolyta Bull’s advertisement, can be divided into frame, language and story, include exaggeration, parody, irony, clown, breaking language logic, etc. Second, the unreasonable advertisement’s humorous cognition, just like incongruity – resolution theory. Audience experienced incongruity from unreasonable elements first, and used the key to find out hidden logical relation, making the pleasure of resolution last. Third, the social meaning of unreasonable advertisement, can be divided into breaking tradition and creating new culture two ways. On one hand has breaken the traditional values, on the other hand produced the function about culture reconstruction. Key word：Unreasonable, Incongruity – Resolution Theory, parody, Humor