本論文係以 A. J. Greimas (1966) 之扮演式模式 (actantial model)
研究中文平面廣告(含報紙、雜誌、戶外平面廣告、郵寄廣告等)的標題之
語言訊息傳播功能。 依 A. J. Greimas 之模式, 本研究內之標題分為產
品型 (product-focused), 廠商型 (addresser- centered), 顧客型
(addressee-targeted), 及假顧客型 (pseudo subject issued)等四種,
而語言訊息傳播功能分為知識性 (inform- ative), 選擇性
(selective), 及吸引力 (attention-getting)等三種。 在本研究之問卷
中, 以上之標題類型及功能(依賴變數), 與受試者之性別、年齡、教育程
度、職業類別(獨立變數) 分別做重複量數三因子混合設計之變異數分
析, 以探討標題類型及功能分別與性別、年齡、教育程度、職業類別之關
係。 統計之結果、應用、及討論, 皆列於本研究之6.1一節中。 統計結
果與發現在模式或實用方面之涵義, 則於6.2一節中討論。 本論文第七章
則為本研究之結論, 包括結語、本研究之限制、及對後續研究之建議。本
論文共分七章, 依次為:第一章: 導論(Introduction), 含前言、研究範
疇、及論文大綱介紹。第二章: 廣告(Advertising), 含目的、分類、及
文獻探討。第三章: 廣告之訊息傳遞(Advertising as communication),
含基本要素 (含來源、目標、媒體、回饋、及訊息等)語文部份 (含本文
、標準、分類、要素等)標題 (含定義、重要性、功能、特徵、分類等)口
號型標題 (含標準、訴求、及文字技巧等)第四章: 扮演式分析(
Actantial analysis), 含模式、資料來源、及搜集、分析之限制。 依該
模式將口號型標題分類為產品型、廠商型、顧客型、及假顧客型等四種並
予以個別之分析。第五章: 問卷調查與統計部份(The questionnaire
and statistics),含動機、目的、問卷設計、採樣、問卷之收集、統計結
果及發現。第六章: 探討與申義(Discussion and implications), 含統
計結果及發現之討論與申義。第七章: 結論(Conclusion), 含結語 、本
研究之限制、及對後續研究之建議等。

This thesis investigates the communication functions of ad
language in the slogans as headlines in Chinese print
advertisements, including newspapers, magazines, outdoor ad-
vertisements, direct mail, etc., with A. J. Greimas's model of
actantial analysis, under which the slogans as headlines in
this study are divided into product-focused, addresser-
centered, addressee-targeted, and pseudo subject-issued
slogans, and the communication functions are classified as the
informative, selective, and attention-getting functions. A
questionnaire is employed to examine the respective rela-
tionships between the four types of slogans and three functions
(the dependent variables) and the subjects' sex, age, education
levels, and professional categories (the independent variables)
by the analytical procedures of descriptive statistics and
three-way repeated-measured ANOVA's with mixed design. The
results and findings of the ANOVA procedures are arranged in
the section of 6.1 in this study. And 6.2 is devoted to the
discussion and implications of the results and findings in
Chapter 5.
This thesis investigates the communication functions of ad