| Summary: | 碩士 === 國防大學政治作戰學院 === 新聞研究所 === 96 === The purpose of this study was using 13 TV commercials of Joint Military School Recruitment as the research objects to find the semiotic meanings of these commercials. The study used semiotic analysis to analyze the military image presented within these commercials and all the symbols which were used to present the military image.
The results of the analysis indicated that there were 18 kinds of military image among these commercials. All the military images could be divided into 4 parts.
1.Personality: manhood, energy, hero, team work, heroine, mature,
handsomeness, job cognition, profession, well-training, and aspiration.
2. Military weapon: powerful weapons and high-tech weapons.
3. Spirits: reliable troops, respectable troops, and peace-making troops.
4. Military career: prospects and self-challenge.
The visual symbols in these commercials are mainly the actors and the military weapons.The audio symbols in these commercials are mainly the songs, the narrations and the sound effects.
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