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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/53720


    Title: 臺灣商業女性雜誌圖像符號研究：以1968-1978年《婦女雜誌》廣告為例
    Other Titles: A Pictorial Semiotic Analysis of the Women`S Advertisements in Taiwan 1968-1978
    Authors: 孫秀蕙
    Contributors: 國立政治大學廣告學系
    行政院國家科學委員會
    Keywords: 婦女雜誌;女性形象;戒嚴時期;圖像符號學;《婦女》雜誌
    women‘s magazines;female images;the martial law period;pictorial semiotics;The Woman
    Date: 2011
    Issue Date: 2012-10-18 09:20:39 (UTC+8)
    Abstract: 女性雜誌是文化生產的重要領域，它闡述女性議題以及形塑女性角色的方式，對於女性建立自我認同、學習與成長影響至深。發行於1968~1994年的《婦女雜誌》是二次戰後臺灣歷時最久的商業女性雜誌，在保留及記錄女性與社會變遷方面的資料完整而珍貴。創刊前十年（1968~1978）間，《婦女雜誌》雖然刊登廣告，惟在創辦人張任飛的堅持下，始終和商業力量保持距離，維持一定的內容自主。接續先前針對日治時期的研究成果，本年度的研究從圖像符號學的研究取徑出發，進行有系統的內容分析，以瞭解戒嚴時期的《婦女雜誌》，從創刊的1968年至1978年，其廣告圖像如何述說、再現「臺灣女性」？本研究發現，身為人妻、人母並同時是職業婦女的七?年代台灣女性，在家庭內、外的身分都被賦予極高的期待。廣告中的女性圖像說明著，家務勞動仍是婦女的主要任務，同時，不論家庭內外，婦女們也被要求須保持著外表穿著打扮姿態的優雅。活動力與專業技能不能因為性別特質而有私毫降低。追求現代進步的同時，也須符合傳統價值中對女性從事家務、相夫教子的期許。二次戰後台灣經濟起飛的階段，女性的社經地位與影響力，因為教育以及積極投入職場的關係，大幅上升。然而，女性的處境卻沒有因此而改善。國家因著生產力的需求，在政策上而促動女性投入職場，卻沒有同時有任何社會福利措施減輕婦女在家務與子女照顧的負擔。全能而「喜愛忙碌」、家庭內外蠟燭兩頭燒的女性，竟被論述形塑成「理想的女性」形象。
    The involvement of women‘s magazines in cultural production casts a significant impact on the issues of women images. Women‘s magazines may urge female readers to construct identities, to engage in social learning and to cultivate themselves intellectually. The Woman (1968~1994) has been the most important women‘s magazine in post-war Taiwan not only because it keeps the longest publication record but also because it witnesses the changes of Taiwan women‘s status that is worth further studies. During the first ten years of publication (1968-1978), although being a commercial magazine, The Women avoided being meddled by advertisers content-wise due to its founder Chang Jen-fei‘s resistance to the pure commercial interests. The present study intends to conduct a pictorial semiotic analysis of The Women‘s contents (1968-1978). This research aims at representing and describing the female images during the martial law period in Taiwan. According to the research analysis, in the 70s Taiwanese professional women were expected to fulfill the requirements of being a wife and mother at the same time. The female images in ads of The Women show that the household labor was women‘s responsibility instead of men‘s. Besides, no matter in family or outside of family, they had to be able to work as a professional, and also had to dress and act gracefully and properly. They should be as vigorously active and professional as men. Sexual differences must be overlooked. Nevertheless a modern Taiwanese woman still had to fulfill the traditional expectation of being a obedient wife and caring mother.
    Relation: 基礎研究
    學術補助
    研究期間:10008~ 10107
    研究經費:811仟元
    Data Type: report
    Appears in Collections:[廣告學系] 國科會研究計畫

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