閒暇凝視－廣告中的女性形象攝影創作 - 政大學術集成
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(5) . Abstract Nowadays, media has played an important role in daily life, influencing and changing public thinking and behaviors, especially various kinds of advertisements in TV and Internet. In the early days of advertising as a means of marketing, female images were used frequently. The popularity of using sexual female images in advertising definitely has benefited the sales for brands, however, it has caused the phenomenon of women objectification and female stereotype as well. With the revolt of feminism and the promotion of public awareness, brands have become aware of the importance of proper depiction of female image in advertising. Recently, Cannes Lions set up Glass Lion in order to inspire the changes of culture, yet some brands are still using sexual female image. Therefore, the purpose of this project is to arouse public’s attention and reflection of such situation through the way of fabricated photography. The project will be presented in three themes “female images under male gaze”, “new female family roles” and “gaze in leisure time”. Finally, the themed photographic exhibition had lasted for two days, attracting nearly 50 visitors. Through the preparation, it makes the creator be aware of the importance of media in shaping feminine self-image. Also, the female image presented in advertising is determined by various factors such as the target audience, type of product and marketing purpose.. 立. 政 治 大. ‧. ‧ 國. 學. sit. y. Nat. n. al. er. io. Keywords: Fabricated photography, female objectification, feminism, gaze, stereotype. Ch. engchi. III. i Un. v.
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