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政大機構典藏 > 傳播學院 > 新聞學系 > 會議論文 > Item 140.119/62782

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Title:	科技性別氣質在媒體中呈現的轉變：以女性機車廣告為例
Authors:	涂迺儀
Contributors:	國立政治大學新聞研究所
Keywords:	女性機車廣告;科技物;父權意識型態;性別氣質;行動自主權;公共領域 vehicle;technology;patriarchal hegemony;gender distinction;mobility;the public sphere
Date:	2006
Issue Date:	2013-12-19 14:36:54 (UTC+8)
Abstract:	本研究嘗試分析女性機車廣告是否表現出提升女性行動自主權的概念，以及機車的陽剛性質在隨著這類廣告的強力播送，會不會因此變得比較中性？研究結果發現，在這類廣告中大致有三大走向：一、將「可愛」、「美麗」、「童稚」等特質和女性形象連結。二、強調愛情和婚姻對於一個女性的重要性。三、對於機車的性能略而不談。在這類廣告中，依舊承襲了父權意識型態的模式去呈現商品形象，對於女性行動自主權的提升效果有限。 This paper tries to analyze if the motorcycle television commercial films to female consumers give the power to women’s mobility, and analyze the changes of strong quality of motorcycle. The author found that there are three key points in this kind of television commercial films: (1) the combination of the cuteness, beauty, and childlikeness of female images. (2) the emphasis that getting married is important to females. (3) do not describe the useful qualities about a motorcycle. In this kind of commercial films, it is clearly that the power of patriarchal hegemony still dominates in our society, and they bring limited effect about raising women`s mobility.
Relation:	中華傳播學會年會研討會
Data Type:	conference
Appears in Collections:	[新聞學系] 會議論文

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