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題名 | 摩登仙杜麗娜--廣告女性角色描繪與視覺訴求之跨文化研究=Modern Cinderella--A Cross-Cultural Study of Female Role Portrayal and Visual Appeal in Print Advertisements |
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作者 | 葉金燦; Yeh, Jin-tsann; |
期刊 | 藝術學報 |
出版日期 | 20051000 |
卷期 | 77(設計類) 民94.10 |
頁次 | 頁67-91 |
分類號 | 497.01317 |
語文 | chi |
關鍵詞 | 女性角色描繪; 視覺訴求; 美麗類型; Feminine role portrayal; Visual appeal; Beauty type; |
中文摘要 | 女性角色描繪與性訴求的媒體運用是近年來相當重要的主題,受到相當多的爭議,但也直接或間接影響女性社會意識的蓬勃發展。本研究將以跨文化(外國符碼與雜誌別)為探討重點,運用不同的廣告手法,包括廣告目的、產品分類、視覺表現、女性角色特質、美麗類型、身體意像和性意識等表現型式,運用內容分析法與深度訪談法,解析現代女性角色於廣告中所呈現的各種描繪情形,並進一步探討女性角色扮演於不同類型和不同文化雜誌廣告中之間的關聯性與相異性。研究結果顯示。(1)女性角色描繪給以產品使用者、非專家及名流為多數,並以柔和愉悅的情緒,使彼此互動關係良好與對等的方式,提供產品與服務訊息。(2)女性於廣告中,大多以身材適中、嬌柔氣質型的型態呈現,較少運用具性意的表現手法(3)在國內外女性與財經管理雜誌廣告中,以「拍攝角度」、「美麗」、「姿勢表現」和「情緒」方面有顯著的差異。 |
英文摘要 | The visual associations of product image could be constructed to signs, symbols, and images to motivate consumers’ behavior. Nowadays, it characterized a solid consumer culture processing through visual identity consumption that articulated and interacted with their daily action, word, and image around the world. The frequent using of female role portrayals and sex appeals in advertising could contribute to the increasing social awareness toward women. Some scholars discussed the phenomenon about the female role portrayals were narrowly defined into unfavorably portrayed. In spite of the claim, the other group concern about the effectiveness of employing attractive female endorser with product type match-up hypothesis. The shift of feminine social status in Taiwan could contribute to import of foreign information such as feminine value, ritual, and aesthetic. The women were introduced to learn a new feminism, personal appearance, and performance. This research adopted content analysis and depth interview to figure out contemporary female role portrayals in advertising. Also, we would like to understand the relationship between the formations f the contemporary women style and visual appeals in the advertisings. The results indicated (1)The feminine role portrayals in prints advertisements were ;product user, non-professional, and real life celebrity. They delivered products and services message with pleased emotion and equivalent interacted relationship to audiences. (2)The medium size with fit body figure female roles were often chosen to express a classical beauty in print ads. But it was less use the sexual expressional in print ads. (3)There were significant differences among the local/foreign women magazines the financial management magazines with the types of shooting angles, beauty, postures, and emotion appeals. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。