政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/40160
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  全文筆數/總筆數 : 113648/144635 (79%)
造訪人次 : 51690086      線上人數 : 647
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
搜尋範圍 查詢小技巧：
  • 您可在西文檢索詞彙前後加上"雙引號"，以獲取較精準的檢索結果
  • 若欲以作者姓名搜尋，建議至進階搜尋限定作者欄位，可獲得較完整資料
    •  進階搜尋
    政大機構典藏 > 傳播學院 > 廣告學系 > 會議論文 >  Item 140.119/40160


    請使用永久網址來引用或連結此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/40160


    題名: 被框架的女性意象：上海月份牌廣告畫的圖像符號分析
    其他題名: The Framed Female Image: A Pictorial Semiotic Analysis of Classic Shanghai Calendar Posters of the 1910`s-1930`s
    作者: 孫秀蕙;陳儀芬
    Sun, Hsiu-hui;Chen, I-fen
    貢獻者: 國立政治大學廣告學系
    關鍵詞: 女性意象;上海;月份牌廣告畫
    月份牌廣告;女性意象;框架;圖像符號學;Classic Shanghai Calendar Posters;female image;frame;Pictorial Semiotics
    日期: 2007-10
    上傳時間: 2010-05-31 13:41:39 (UTC+8)
    摘要: 本研究針對上海月份牌廣告畫（一九一○～一九三○年）中的女性意象進行圖像符號分析。研究者首先參考並修正了Barthes與Sonesson關於圖像符號研究的論述，提出平面廣告的符號分析原則與辨識圖像符號文本特性的四大要點：符碼的形式、傳播目的、傳播媒介與文本圖構。再者，就月份牌廣告畫的圖像文本特性做分析，發現其特殊的「文本圖構」，亦即其文本產生意義的符號構置方式：圖像（意義）被文字框架（限制）；以及此類廣告畫中的核心視覺符號：「被框架的女性意象」。最後，本研究深入探討「框架」與「女性意象」的符號深層意義指涉。研究分析發現，因為資本主義所伴隨而來的經濟發展與西方現代文化，月份牌廣告畫中的女性角色，從早期的高級妓女到電影演員，經歷了很大的轉變。然而「她」並不是依照Goffman、Buker或Page所述，只是一個滿足男性凝視的慾望客體，而是如Winship、Enstad與Gorman所主張，觀察女性如何利用通俗文本建立政治主體性，正可鼓勵女性追求自我，建立角色認同。事實上，月份牌廣告畫中的女性意象指涉不斷溢出了封建傳統的「框架」之外，展現了當時消費者對於美好未來的憧憬，而這個「美好未來」是透過健康、有良好教養、獨立自主的女性來實踐的。
    The present study conducts a pictorial semiotic analysis of the female image in Classic Shanghai Calendar Posters of the 1910’s-1930’s. First of all, we reflect on Roland Barthes’ and Göran Sonesson’s theoretical perspectives towards Pictorial Semiotics and propose four essentials to distinguish the features of pictorial texts, especially those of print advertisements. These four essentials are types of code, goals, media and texture. Furthermore, we find the Calendar Posters’ “texture,” the configuration of both linguistic texts and pictures that produces meanings, follows a pattern where pictorial meanings are restrained by linguistic texts, and the core visual sign of this genre is “the framed female image.” At last, the present study explores different layers of the significances of the two major signs—“frame” and “female image.” According to the analysis, from courtesans to movie actresses, there had been dramatic changes of female characters in the Posters due to the invading capitalism accompanied by economic growth and western modern culture. The female image in these Calendar Posters represents no longer an object of desire for male gaze as those in common commercial posters depicted by Goffman, Buker or Page. Instead, the female image in popular texts helps to build political subjectivities of women, therefore encouraging them to pursue a better life and construct their identities according to Winship、Enstad and Gorman. In fact, the significances of the female image go far beyond the frame of feudalization and tradition, signifying the customers’ expectation of a better future. And this “better future” will be achieved by a healthy, well-educated and independent fine woman.
    關聯: 廣告學研究 , 34 , 25-63
    資料類型: conference
    顯示於類別:[廣告學系] 會議論文

    文件中的檔案:

    檔案 描述 大小格式瀏覽次數
    25-63.pdf1231KbAdobe PDF22431檢視/開啟


    在政大典藏中所有的資料項目都受到原著作權保護.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - 回饋