An Interpretation of Desire-Subject in Advertising Text of Automobile Advertisement by Jacques Lacan’s Psychoanalysis Theory.

• Main Authors: Tsong-Shyan Jang, 張聰賢
• Other Authors: Hung-Ming Lin
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/cwv764

碩士 === 崑山科技大學 === 視覺傳達設計研究所 === 97 === The contents of advertisements include a great number of cultural signs and ideas of value. Advertisements utilize the prevailing ideology in society to construct meaningful signs, and then by way of the visual sensation of advertising pictures through media advertisements construct a certain kind of meaning or value, which is transmitted everywhere around the world. Therefore, the ideas of value and ideology in people’s mind are molded, and the audience forms a concept to see the world. In this way, advertising not only casts off its literally stereotyped meaning, but also becomes a new plays the role of medium but also represents the desire of consumption and the fulfillment of a certain kind of social value identification. These social values and ideology are transmitted via these images continuously. As a result, advertising plays the role of a catalyst for the desire of consumption in the consumptive culture. Consumers try to find the identification of consuming meaning and the exchange values of commercial products among the messages in the advertisements. In the recent years, CMC (China Motor Corporation) has appealed to “family and happiness” as the core of its brand. As the construction of the brand image is based on the concept of family value, it wins the hearty approval from a lot of consumers. This study will take automobile commercials as the theme of analysis. I will analyze “need, demand and desire” from the angle of psychoanalysis constructed by Lacan , which is composed of three main parts “ imagination, symbol and reality” in the Desire-Subject. Furthermore, this study will approach how commercials switch the plots of the stories by the use of metaphor and Metonymy In this way, commercials construct a field of consumption desire, and from the advertising images consumers try to seek the reality, satisfaction and exchange value that they can not achieve in the real world.