資生堂《花椿》雜誌封面設計之女性形象研究

資生堂雜誌《花椿》作為資生堂的企業雜誌，長期以來一直扮演著推廣資生堂品牌形象和價值觀的重要角色。然而，隨著時間的推移，封面設計元素也逐漸變化，反映了女性社會地位和價值觀的轉變。因此，本研究宗旨在探討《花椿》封面的女性模特的形象。本研究採用個案研究法，以資生堂雜誌《花椿》作為研究樣本。研究方法包括文獻分析法、歷史研究法、專家訪談和比較研究法。首先，透過文獻分析法，研究者對《花椿》的相關文獻進行探討和分析。其次，利用歷史研究法，研究者對《花椿》的歷史背景和發展進行深入研究。透過研究者與相關領域的專家進行訪談，獲取他們對《花椿》封面設計的專業見解。最後，透過比較研究法，研究者對不同時期的《花椿》封面進行比較和分析，以此藉由雜誌封面的模特兒進行分析，深入瞭解了不同時期對女性樣貌的期望和形象的變化。研究結果顯示，隨著時間的推移，女性的社會地位和價值觀的轉變，相互影響女性的形象，如過往傳統的家庭主婦形象到現代的自信和獨立的職業女性形象，女性的外貌期望也從迎合男性審美標準轉向追求自我實現和身體自主權。研究結果將有助於深入理解資生堂雜誌《花椿》封面設計的演變和其對當代日本設計風格和趨勢的影響。透過對封面設計元素的分析，可以揭示女性社會地位和價值觀的變化，並從中瞭解女性形象的轉變。同時，本研究也可以為設計師和行銷人員提供有關封面設計的參考和啟發，並促進設計領域的發展。此外，本研究還可以為後續研究提供基礎，擴大樣本數量，涵蓋更多不同雜誌和媒體的設計，以進一步瞭解日本過去的女性完整演變。

關鍵字

資生堂；《花椿》；女性形象；雜誌；平面設計

並列摘要

Shiseido's corporate magazine "Hanatsubaki" has long played a crucial role in promoting the brand image and values of Shiseido. However, over time, the elements of its cover design have gradually evolved, reflecting changes in the social status and values of women. This study aims to explore the portrayal of female models on the covers of "Hanatsubaki." Adopting a case study approach, this research focuses on Shiseido's "Hanatsubaki" as the sample. The methodology includes literature review, historical research, expert interviews, and comparative analysis. Initially, through literature review, the researcher explores and analyzes relevant documents on "Hanatsubaki." Then, using historical research, the researcher delves into the magazine's historical background and development. Interviews with experts in related fields provide professional insights into the magazine's cover design. Finally, through comparative analysis, the researcher examines and analyzes "Hanatsubaki" covers from different periods, understanding the evolving expectations and portrayals of women over time by analyzing the models on these covers. The findings reveal that over time, as women's social status and values have changed, these shifts have reciprocally influenced the portrayal of women, evolving from the traditional image of a housewife to modern, confident, and independent career women. Expectations of women's appearances have also shifted from conforming to male aesthetic standards to pursuing self-fulfillment and bodily autonomy. The results contribute to a deeper understanding of the evolution of cover design in Shiseido's "Hanatsubaki" magazine and its impact on contemporary Japanese design styles and trends. By analyzing the elements of cover design, the study reveals changes in women's social status and values, understanding the transformation in the portrayal of women. Additionally, this research can provide designers and marketers with references and inspiration for cover design, promoting the development of the design field. Furthermore, this study lays a foundation for future research, suggesting expanding the sample size to include more magazines and media to further understand the complete evolution of women in Japan's past.