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篇名 廣告中LGBTQ 性別氣質特徵呈現及其符號運用
The Expression of LGBTQ Semiotics and Gender Characteristics in Advertisement
作者 薛郁翎
中文摘要

 LGBTQ 議題在台灣的討論度相當高,且在許多商業廣告中也能夠看見愈來愈多

LGBTQ 的身影,商業廣告對於閱聽眾也具有一定程度的影響力,可能也會改變他們
的認知與觀念。本研究將經由內容分析了解每個 LGBTQ 相關廣告中的符號運用。
並且經過深度訪談,希望了解廣告是否影響閱聽眾對 LGBTQ 的感受,更期待本研
究對廣告領域中性別研究能有所貢獻。
英文摘要

 LGBTQ is one the most talked about topics in Taiwan. We can see more and more

LGBTQ in commercial advertisements, which also has abilities to influence the
audience, while constantly affecting the subconscious of consumers may also
make their perceptions change. Therefore, this study will be based on the content
analysis of each LGBTQ advertisement, and find out the use of the semiotics. And
after in-depth interviews, hoping to understand the change of audience’s cognition
of LGBTQ after watching the advertisement. Above all, I also look forward to this
study will make a contribution to the advertising professional field of the Gender
studies.
中文關鍵詞 LGBTQ、性別氣質、符號學
英文關鍵詞 LGBTQ, Gender Expression, Semiotics
發表日期 2018/07/02
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