The Study Of Comedy In Taiwan Campaign Advertising

In Taiwan,campaign advertising has become an important cultural and aesthetic landscape beyond the scope of a medium between production and marketing long ago.Comedy,as a kind of aesthetic phenomena,widely exists in Taiwan campaign advertising.Taking comedy as the core of aesthetic analysis,the thesis makes a general description and careful interpretation of the advertising text from the perspective of aesthetics.Comprehensively applying the related comic theories,the thesis analyzes the creation of the comic atmosphere from the perspectives of comic characters,comic language,comic situations and so on.Meanwhile,the thesis also puts the advertising text in the social,cultural,historical and psychological contexts to explore the contributing factors of the comic characteristics in Taiwan campaign advertising.By describing the comedy performances of Taiwan campaign advertising clearly,the study has found that:Candidates please the audience with the entertaining comic images.The contrast between their comical images and high status is the origin of the comedy.Combining the comedy with heroism,Taiwan campaign advertising shapes the image of "a comic hero" with the qualities of truth,goodness and beauty.Competitors are usually presented as negative comic characters.Satire serves as a powerful tool for exposing their unworthiness.The discussion of the comic language is divided into regular language and special language.For the former,the campaign advertising both realizes the expressive defamiliarization with the rhetorical skills such as puns and metaphors,surprising the audience unexpectedly,and brings the freedom and carnival of language with the post-modern techniques such as irony and parody.For the latter,the campaign advertising attaches importance to the comic tension presented by the pictures and uses montage to realize the combination and apposition of discordant pictures.Moreover,it utilizes sound language and and the sound-picture in parallel and contraposition to arouse comic laugh.Repetition,coincidence,and inversion are three common means for constructing comic situations,and Taiwan campaign advertising presents the aesthetic characteristics of fragmentation,gamification and carnival.At last,the thesis points out that the comic characteristic of Taiwan campaign advertising roots in the specific Chinese cultural gene as well as the audience's aesthetic expectation of "happy endings";it accommodates Taiwanese's psychological requirements after the lifting of martial law;it is a logical necessity in the contemporary context of mass culture;it is consistent with the goal of wooing young voters.