摘要
本文考察日本殖民统治时期台湾平面广告的动物再现,以《台南新报》广告为主要研究对象。笔者先依皮尔斯的符号分类,对该报广告图像的动物符号进行初步的辨识。其次,根据索叙尔双轴关系的概念解析广告文本如何组构符号。最后,比较不同类别的广告,将动物再现的世界当成一幅图像来理解。动物从“消失”转入“再现”,是一般人认知动物符号化的基本模式,“再现”的结果可能促使更多动物消失。然而,并不是所有动物的境遇都适合用这种二元模式来理解。不同物种各有经历,本文在符号分析之后,最后一部分选出四种动物(老鼠、鲸鱼、鸟类和马),以“消失”和“再现”为主轴,探究事实与再现之间的关联。
This article examines the animal representation of Taiwan Residents print advertisements during the Japanese Occupation,taking the advertisement images of“Tainan Newspaper”as the main research object.First,I classified according to the symbols of Charles Sanders Peirce,and performed images and explanations of the animal symbols in newspaper advertisements.Secondly,according to Ferdinand de Saussure’s concept of biaxial relationship,I analyze how the advertisement text constructs symbols.Finally,compare different types of advertisements,and understand the world represented by animals as an image.The transition of animals from“disappearance”to“reappearance”is the basic process of symbolization that most people recognize.The result of“reappearance”may cause more animals to disappear.However,not all animal situations are suitable for understanding in this dualistic model,because different species have their own experiences.After analyzing the symbols,the last part of this article selects four animals(rats,whales,birds,and horses),and uses“disappearance”and“reappearance”as the main axis to explore the interactive relationship between fact and reappearance.
出处
《世界历史评论》
2021年第3期219-260,295,共43页
The World History Review
