解讀徵才廣告中之圖像意涵: 以1993、2003、2013年為例

104年01月21日  

研究生：莊淑雯

指導教授： 陳錦慧 博士

解讀徵才廣告中之圖像意涵: 以1993、2003、2013年為例

Reading Images in Job Advertisements in the Years of 1993, 2003 and 2013 

摘要:

本文主要目的在於分析報紙徵才廣告中的視覺圖片進而了解顧主在設計徵才廣告中的視覺設計以及設計理念是否隨著時間而有所改變，視覺設計的改變，就每種程度上而言可以反映出在不同社經環境下，雇主的徵才策略。為了驗證此觀點，本文以內容分析法及批判言談分析針對1993年至2013年的假日報紙徵才廣告進行分析。研究結果顯示: (一) 視覺圖片的出現次數、圖片的內容以及廣告的大小隨著徵才環境的不同而有所改變。(二) 在視覺設計上、徵才廣告中的圖片多置於較吸引目光的位置，像是右方和上方且圖片也多置於較顯著的前景。(三) 在2004年，徵才廣告變成較以行銷為目的。(四)從1993年到2004年，徵才廣告設計的改變顯示出雇主與求職者的關係，不只是雇主與員工，而像是賣家與消費者研究結果反映出近二十年來，台灣產業結構的改變間接影響徵才活動及徵才廣告的設計。

關鍵詞: 徵才廣告、徵才策略、視覺溝通、內容分析法、批判言談分析

Abstract:

This thesis aims at exploring images in print job ads in order to discover some changes in visual designs and ideas which were constructed by recruiters in job ads. It’s believed the changes in visual images, to some extent, could reflect recruiters’ recruiting strategies and the social business environments under study. To elaborate this point, weekend job ads from 1993 to 2013 were analyzed, using content analysis and critical discourse analysis. The results showed that (1) The presence of visual images in the frequency of presence; images’ content and size have changed overtime. (2) In terms of visual designs, once pictures were displayed, they were more likely placed in eye-catching corners within the ads, such as the upper or right corners and they were more likely foregrounded, that is, placed in a more prominent position. (3) Job ads become more marketing oriented in the year of 2003. (4) The changes in the designs of job ads from 1993 to 2013 revealed that the relationships between recruiters and candidates were not only limited to those between employers and employees but also like those between sellers and costumers from the year of 1993 to 2003. The findings revealed recruiting activities and strategies of job ad design might reflect the changes in the industrial structure in Taiwan in the two decades before 2013.

Keywords: recruiting advertisement, recruiting strategy, visual communication, content analysis, critical discourse analysis