解讀美容瘦身廣告－以閱聽人分析為主的個案探討

Reading Weight-Loss Commercials: A Case Analysis

孫秀蕙(Hsiu-Hui Sun)

《台灣社會研究季刊》 23期 (1996/07) Pp. 219-253

https://doi.org/10.29816/TARQSS.199607.0006

摘要

本文觀察並研究電視觀眾如何與其他收視成員互動，從而影響他們對於美容瘦身廣告的詮釋行為。研究發現，受訪者在解讀廣告時，會選譯是否「認同」廣告人物扮演角色，來判準是否接受該廣告的意識型態。影響認同的因素包括性別差異、實際生活體驗與對兩性關係的態度等。本研究也發現，雖然明顯採取抗拒式解讀者大部份為受過良好教育之女性，但是某些教育程度高的男性對於瘦身廣告中的曖昧矛盾訊息同樣敏感。在兩性社會化的過程中，男性透過不同的管道，在女體符號性消費的經驗上，通常都比女性窺視男體的經驗豐富，這似乎也可以解釋部份男性在瘦身廣告解讀上的敏感性。

關鍵字

美容瘦身廣告 ； 象徵性消費 ； 文本詮釋 ； 解碼／製碼

並列摘要

The present study observes the interaction of television audiences and its influence on their Interpretation of weight loss commercials, The findings suggest that those who identify with the female character In the weight-loss commercial tend to accept patriarchal values (dominant ideologies) in the commercial, 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 audiences arc quite aware of symbols related to female bodies even though they adopt a strategy of resistant reading when watching the commercial.

並列關鍵字

Weight-Loss Commercials ； Symbolic Consumption ； Interpreting Texts ； Encoding/Decoding