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題 名 | 現階段臺灣女性思維抬頭影響女性內衣廣告表現之分析=Analysis of the Effect of Advertisement of Women's Underwear by Nowadays Taiwan Thinking |
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作 者 | 張栢烟; 莊舒婷; | 書刊名 | 長榮大學學報 |
卷 期 | 8:1 2004.06[民93.06] |
頁 次 | 頁151-170 |
分類號 | 544.7 |
關鍵詞 | 女性思維; 女性內衣廣告; Women thinking; Advertisements of women underwear; |
語 文 | 中文(Chinese) |
中文摘要 | 從廣告表現往往可以窺探社會流行之脈絡,並反應出社會文化的發展,不管是廣告反應現狀或是廣告解構或建構其流行思潮。本文從女性內衣廣告之解讀到女性思維之呈現,以2000到2003年每年各取兩則具代表之廣告,以廣告的符號具(視覺表現),推論廣告的符號義(意念表現),當下女性思維抬頭呈現在廣告之表現,得到以下結論: (一)女性對兩性關係逐漸掌控感情傳達與身體的自主,仍以發展人際關係勝於社會關係。 (二)廣告代言人形象對女性意涵建構有密切關係,後現代女性意涵的多元化,廣告中女性是否被物化也漸漸產生多樣的可能。 (三)女性追求流行時尚,證實接受新事物的開闊與多元化,抑或身陷媒體迷思呢?將成為未來值得進一步探究的議題。 (四)女性角色與特質的表現,反應經濟自主權,對兩性關係處理不再被動,身體自主性也形成認同,女性內衣廣告裡呈現的女性思維,雖然仍就無法完全逃脫父權思維的壓迫,卻有朝向獨立自主的女人邁進的跡象。 (五)後現代認同女性是具有多樣性且獨特個體,應該尊重其差異,且在每個世代會產生不同文化經驗,未來新女性將帶來並發展何種女性思維呢?也是值得今後觀察研究的議題。 最後,提出兩性關係之議題應該要以更客觀的角度進行研究,以及多項女性思維相關研究之建議,並提醒廣告人身負解構與再造文化的使命! |
英文摘要 | Advertisement is always the reflection of fashion trends & cultural development in terms of reflection the reality, deform & reform the sense of fashion. This article explained how concepts of Women think influents Women underwear advertisement. Two symbolic advertisements of each year have been chosen from year 2000 to 2003 to represent how Women thinking plays a significant factor through vision to thoughts; signigier to signified. Ⅰ.With the increasing ability of being in control emotionally & physically, women tend to value public relation more than social relation still. Ⅱ.The image of adevertising spokesman has a direct effect on the building of female conscious. The diversification of the building of postfemale conscious might be the possible factor for the female character being materialized. Ⅲ.It is arguable that whether women are trying to be open-minded people with diversification or they have been deeply hypnotized by media when it comes to pursue the fashion. Ⅳ.Analyzing the women’s characteristic in the advertisement, economy independence is highly emphasized and also be able to act proactively in a relationship. Although it is still bonded by male domination, however it is moving towards being independent & self dominating. Ⅴ.It is agreed by the definition of postmodernity, women are independent and diversified which should be respected. On the other hand, the cultural experience would vary from generation to generation which will influence and also create the new Women thinking for the future. This would be quite an interesting issue to observe. Overall, regarding topics such as gender relationship & Women thinking is recommended to be discussed objectively& research widely as the advertisement designers are responsible for deform and reform the cultural value. |
本系統中英文摘要資訊取自各篇刊載內容。