2009年高雄世運電視廣告的符號學分析—論廣告中的城市行銷與國際連結
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(8) 2009. 2010. The World Games. 1981. Olympic Games 2009 60 2004. 6. 14. 2011. 2004 6. 14. 1.
(9) 市長謝長廷宣布聘請行政院體委會副主委黃啟煌博士，擔任 2009 年世運會體育總監；兩人誓言要舉辦完美的世運會，讓「高雄走出去、 世界走進來」（包喬晉，2004 年 7 月 15 日）。 高雄市長謝長廷昨天在市府市政會議宣布高雄市爭取到「二○○九年 世界運動會」主辦權的喜訊；並說「台灣的國際化就要從高雄出發」（包 喬晉、楊濡嘉，2004 年 6 月 15 日）。. 2009. 陳菊說將全力配合謝長廷，合北、高兩市之力爭取 2020 年奧運在台 灣舉辦，行銷台灣，以體育為台灣爭光，爭取我國在國際舞台的空間（凌 珮君，2006 年 9 月 4 日）。. 2009 /. 2009 1990. 1998 2002. 2001 2007. 2009 2004. 6. 15. 2007 2004. 6. 15 2.
(10) 2004. 6. 2002. 14. 2004. 6. 15. 7. 2009. 2003. 2009. 5. 5. 13. 14. International World Games Association. IWGA. 2009 2003. 12. 28. 30. IWGA. Ron Froehlich. 2000. 2004. 5. 2009 2004 2004 6. 14. 2004. 2009. 6. 15. 2005. 2011. 2009. 1-1. 1-1. 2002. 7. IWGA 2009. 3. 14.
(11) 2003. 5. 13 2009. 2003. 5. 14 IWGA. 2003. 8. 2003. 11. 6-16. 2003. 12. 18-. 2009. 22. 6. IWGA. Co Koren. -20 2004. 1. 31. IWGA IWGA. 2004. 3. 29-30 Dr. Rinaldo Orlandi. 2004. 5. 12. 2004. 6. 14. IWGA. 2009. IWGA. 2009. 2011. 4.
(12) 2004 6. 14. 2004. 6. 15. slogan. 2009. 60 -- 2009. 2010. --. 2009 11 2009. 8. 12. 2009. 5. 11. 4.
(13) 2010. 2009. 2009. 2002. 2009. 7. 26. IWGA. 20 2009. 2003. 2005. 2003. 2005a. 6. 1992.
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(18) 2009. 2003 2009 2004 2009. b. 1990. 2005. 2010 2009 1981. b 2005. 高雄市代理市長陳其邁在德國，接下 2009 年世界運動會的主辦 旗…德國杜易斯堡的 2005 年世運會閉幕儀式中，德國電視頻道實況轉 播，主播介紹「誰接下會旗」？「誰是下屆主辦城市」？這個簡單的 「事實」，就是台灣的高雄，但在中國壓力下，台灣被迫稱做「中華 台北（Chinese Taipei）」（包喬晉，2005 年 7 月 27 日）。. b 2005. 2008. 7. Kaohsiung Organizing Committee. KOC. 11. 5.
(19) 2008 2009. 7. 11. 16. 26. 105. 4800. 6000 2009. 2009. 7. 27. 2006. 2009 13 2005. 12 2006. 11 12. 7. 2009 2006. Open Stadium. 1. 48.47 2008. Urban Park 21. 3. 2005. 29. Spiral Continuum 2009. 12. 8. 5. 17.
(20) 2006 3. 29. 2008. 2008. 3. 9. 1. 3. 17. 2008 2011. 29. 8844 2000 1996. 110. 660 2006. 9. 12. 2008 2008. 9. 3. 29. 17 2008. 3. 29. 伊東豊雄所設計的作品，向來都能夠和當地人文、自然景觀巧妙的融 合，他非常熟稔地在建築外層覆上大自然元素…伊東豊雄眼中的高雄， 是何種面貌呢？伊東說，他在逛過六合夜市後，對於高雄市由內而外的 熱鬧與活力、陽光、海港的壯闊印象深刻，世運主場館要展現的就是這 種「內外相合的活力」（張世雅，2009 年 5 月 17 日）。. 13.
(21) 伊東豊雄分享他在世界各地的作品，並傳達其設計理念，當然，也包 括了台灣的作品「世運主場館」在內，對於「世運主場館」，他期望能 將高雄熱情、開放、海洋、自然、溫暖等意象，充分融入建築（謝雅如， 2009 年 5 月 31 日）。. 2008. 3. 2008 3. 3. 29. 2008. 29. 2002. 2009 2009. 2011. 2009. 高雄市的公共空間改造，配合重大藝文活動及城市行銷，已經共 同改變了大家對高雄的印象，工業區的煙囪、陸上奔馳的貨車已經被 城市光廊和愛河取代。. 14.
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(27) 式出現在運動場上，並且對運動結構、功能及國內與國際間的關係產生 強烈的影響（許立宏譯，2004：159）。 1962. 2006. 76 1976. 1980 63 5 1992. 2004. Sport England, 1999 2008. 2004. 2008 2008. 2008 2010. 20.
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