閱讀電視廣告中新女性形象的意涵

Abstract

流行文化中的女性形象一直是女性主義所關注的焦點，尤其擔憂刻板印象會對閱聽人性別角色的認知產生影響，近年來流行文化中呈現許多顛覆傳統女性(陰柔)特質的女性形象，其中也有許多女性主義論述的意涵，流行文化中的女性權力與慾望似乎獲得解放，女性形象所呈現的樣貌也更加多元。 這也引發女性主義的論辯，女性主義與流行文化間的對立也產生鬆動與變化，樂觀者主張應該重視閱聽人從流行文化文本中所獲得的愉悅；悲觀者認為女性主義只是被商品化的犧牲者，女性主義產生了更大的危機與反挫。 本研究主要目的就是瞭解電視廣告中哪些新女性形象，包含哪些女性主義論述，過去相關研究主要針對女性雜誌方面，且指出廣告中多利用自由主義女性主義與後女性主義的論點，本研究則是針對電視廣告進行文本分析，共分析近十年來的36則廣告。 研究結果發現，新女性和傳統女性最大的不同點是她們具有陰陽同體與多重的主體性，其類型可分為：「努力打拼的驕傲女人」、「聰明狡黠的女人」、「自戀的愉悅女人」、「苦盡甘來的辛勞媽媽」，此外，這些廣告多描述中產、都會的女性輪廓，也越來越強調女性個人的愉悅與享樂主義，而女性主義論述成為討好女人的一種口號與工具。

Feminist sociologists drew attention to the restrictive and often demeaning representation of women in popular culture. Because they’re afraid that popular culture will shape consensual images and definition of feminity. In recent years, there are more and more new female images and feminist denotation in popular culture, such as TV advertisements. It appears that women power and desire are disembarrassed. Women images are much more diverse in TV advertisements. The irreconcilable relation between popular culture and feminism seems to change. Optimists consider that we should respect the pleasure which audience gain from the popular culture. Pessimists believe feminism has beem commercialized. In other words, feminism faces the crisis of fragmentation. The purpose of this study is to explore new female images and feminist denotation in TV advertiments. The relative studies have aimed at women’s magazine. This research uses thirty-six TV advertiments as texts. The findings of this research show four new female images, ‘‘working hard and proud women”, ‘‘clever and tricky women”, ‘‘narcissistic and pleasure women”, and ‘‘dedicated mothers”. Besides, they belong to bourgeois or city principally. TV advertisements highlight the pleasure and Epicureanism. Feminist has been regarded as an instrument to flatter women.