解讀美容瘦身廣告─以閱聽人分析為主的個案探討

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(1)M~.*.'. entation de (L'essence du chris. erbach, Fran~ois Maspero. Paris.. :!rspective comme forme symboli. ~e. Minuit. Paris.. on Ideology and Utopia, ed. G. H.. sity Press. New York.. L'image precaire: du dispositif lriS.. )logy and modern culture: critical. of mass communication, Stanford. :ua.. et Ie probleme de l'ideologie: Ie. Introduction a l'anthropologie dar·. aires de France.. lrxism and literature, Oxford Uni-. ••. -~~.A~#A~~~ ••#. (> ~#.""-'1t 1t*ftJ. f;.::..-t":'JIJI. 1996Jf-U). Taiwan: A Radical Quarterly in Social Studies No. 23, July, 1996.. ~~~_~~;Jtjf Jl%. -VAM~~A7J"-*)f~±a~1m~i*-t-t J$.*~ Reading Weight-Loss Commercials:. A Case Analysis. by. Hsiu-hui Sun. IJJljJUIiJ : ~~!l~JI{i'f ' *1r<1iflUt '. )(*itn ' Mi!5/~i!5. Keywords: Weight-Loss Commercials' Symbolic Consumption, Interpreting Texts, Encoding I Decoding .tl.#i a JIJI : 1996 Jf- 1 II 30 a ; i!.~ a JIJI : 1996 Jf- 6 II 1 a Received: January 30, 1996; in revised form: June 1, 1996. ~.i!.a~~:{>~.~4~~ • • • •. '. 2".

(2) 220. ~*~. .tij. ~. 1 . fu"l. *~~~~~~~~~~~~~~~~A~1~,~m~.~~~~k~. ~~.%~~~~o~~~~'~~*~~~.%*'~~~~~I~~J. %A.».~~,*~.~~.~. ••. %~~. ••. ~o. •••. 1fE-fLfL[9if.~fra. ~~m.~~~m. A"" • "~1.i-6ft ..~1t~'J±MlfU~~J.t~ *~1t-l!!..~~' JIt;.{(ll}f,.~JfJt~Jl? S\~~*k-Bjl~~~i!~M-M:.1f~*'J± ' 1!!.~~~M:.lffI.J.t;ij~ JJ 'J±1t~~~ It %'f~IIt~:fJk1lt.,~~;ft.tt~ ~~'J±;fJ:.~1t.~~fi'f ' JJ'J±i!i!;r-~~-f.i!' ~*«#K~mt~.*~' • • • ~*~.~JJ«~ • • ~.' • • ~-I!!..~~ ._-Bjl~JJ~~~~It • • ~~~.tt~~o 0. 0. *~!H~H~A:f:1HfUtl.i5. The present study observes the interaction of television audiences and its influence on their interpretation of weight·loss commercials. The findings sug· gest that those who identify with the female character in the weight. loss com· mercial tend to accept patriarchal values (dominant ideologies) in the com· mercial, and that factors contributing to the degree of acceptance include gender, life experiences and attitudes toward gender relations. In addition, we found that well·educated males were no less sensitive than females when watching weight·loss commercials. This may indicate that some male audio ences are quite aware of symbols related to female bodies even though they adopt a strategy of resistant reading when watching the commercial.. -Ei.i¥J~?ff 0. ~~~;g:. ~m+*~i5~i¥Jm-,m=wm~ jU~fDr.u3i~+7\M-T31M~:7C. (,. ~~~:!i!~~~Ai¥J.i5*~Jt1" ilJE$:;R!tlJ*~. Abstract. '. , WiW-if.:f§.tt '. ~i5. ~~~~'~~~.~~i¥J~i5~. iJr311:V:~ff!fla)t~.m;tt:1B~.15lli;f~. , mf;t:f:tH '. ' MEP)j. ~'~~~01§ji¥Jjfil). ;Ro ~*...t, ~~~.Jii5:tE~!I...tji. 1t£~i5*U7!f(m.i¥J~lt*ff. ' ~~?fH~. ~Q]"P):tEfN?fHi¥J~rl'l~~ pg9t.lz:db!lJ1i!9m;. ZP:OO~!tltllif;tm.~~g&ij' tJ i¥J~i. .i¥J~~~.~~~~1:$~~i5 B~. ' :wm. , ~lWl1t!J1r'f;t~1t*.:.Mi¥JM~. 1t*i¥J~Li. 0. liftim~tIllmi¥J~~*s:fM~. ~~VCP-:fjt1Yli*. '. 'ilWf31m.'I1:~i. • • i5N.ff1H~[J¥!I~~g~F~i¥Jm:~~} ~~-o. *Jt.6~ ME 1ifF~.ff!fl6m:~DfaJ~. 1fu'rr'f;t~~~~ • • i5i¥Jili~. 0. flt1r~1. ~'1'~~.~pg~~~~~Ai¥J~t. ~JiU1:$~~~A:tEM~Jt* (.~lfi1. '11: ' rm~1I'l1fm'W~pfT~1'ii¥Jmlmffd:1 *i¥J15A~+n:f§ruJ *1ifF~~IIJM ' ~ 0.

(3) ..... .'. ~, ~~. •. <. . '·,t _ ~. ,. ~\. .. .. ~*.~. ~. -~M~A.#A~~M •• #. m. ..i4.J. 1. ~u a. ~~~~~~1~,~m~.~~~*~~. ~~~M~.%*'~4~~~r~MJ.. •.. ~-nn~~~~'~.~~~~~~~~~~~~~~'ft~. ••. .%~~.~.o~.~M~ ~~~M .~~o~~~~.~'~~~_~~~~ .,.~¥.a ~~~~.~*4. ••. .~~~~ • • t,~ • • • ~M~*.'. ~*.a~~«~.*t.,~.~~~~ 6~o. )stract ~ interaction of television audiences and its. weight-loss commercials. The findings sug le female character in the weight-loss com values (dominant ideologies) in the com ting to the degree of acceptance include les toward gender relations. In addition, we ~ere no less sensitive than females when . This may indicate that some male audi related to female bodies even though they 19 when watching the commerciaL. 7dIUIW~A:J:llifUfi~'6. l. 0. ~Jlt~~~~~~ , ft~~-~zpq. , iil. *m+*~'6~~*-,*=~*t~'ft~~,~~,.~~~'6 ll~fD~~t+7\m-T1f~~Jt (~£gffi' 1995) 0 ~~~~~~~A~~'6~Il~ill.*'®H~~~m~~~~ .5EP.X::RIiE~. , ~lW-~f§.lt '. ~'5Il~g\(;:R~Mlt~Yft-f-B'P).L. 0. ~lltz~' ~~~~~~~~'6~~"iDT)IDt~*-¥*~: f-jg1r'~{§J[ m1ff.lL~ff~JYj£m;t:ttEHI~'6. tfjJj! , fElJf:J:lli ' :R. '. :Mlp)~m~~~7\+t'?~ffiJe~'6W~. ~Jlt~~0j§f]~jljlth5if1ft~.~*'mwIH~Jj!I,*~g\(;. 0. £*.L'~~~~~'6ft~e.L*Il~*,~.tfj~~~~~~o ff£~'6JFUl*m.~ji:Jlt*tt. '. ~if~M*llfUfi~iiiJe~'5~-¥~. ,•. rmPJP)fttH~~~F",'zpq~}'[tfbJlSli!~~lt '~T*~m~gtft'::tlD1ilJft zp:oo~ertH:I:lJfmJf~~lQZijl:1J~~tfb. 0. ~'ij:JJU~~~ji:Jl~JI~tt. '. ~. .~~~~~~~~if5:$~~'6' :~m~T:~('ij:m.~Jf~§aeml~. W~. , ~1!lHI!11r'Jf~~*~f;f~M~ , :Ml:IJD~:~('ij: §. ~~$¥U~~fj. ~*~~~o~~~~e~~~~~*tt'~~~~~~rr~~~~. , 'i'~1fm.lij:rmtfbP.X::R~Jj!{Jt~~ml~ , ~~~ ~~'61ZlfIJ~~e~f9J$r~~:m:~~F ' g\(;m~e.'5!&A~~~* i1Jz-o *)tfiW~:Ml ti1f~~~IU~tlDfilJ:W;t:tftl!!~iilg\(;.JU:[iJJ ' ~ ® ~~ ftl!~Jf~~~~~ El'6~~~ ft1r,mJUf ffl ±~fimf4~~:itfl::ti1f ~ , ~¥}m~iiiJepq~~~OO~A~1$fllH'Jmttg\(;RI1}'[~~{JT~f.lL ' ® ~z~r:p-~1mi3'§. 0. ~JjU5:$~OO~Aftm~)t* (~ffiJe!l'6) ~~f~r:p, ~~-5E~±1fJ. 'ij: , ®1$fi'I1f:J:i~13t?ff:st;f#~~ejfcr.1t~~~)t11::~~ , Jtu:wm~)t *~1JAW"WJf§1UJ *ti1f~;f'~llfm ' ~iilllmm~~~~~!l'6~m 0.

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