凝視女體：汽車平面廣告中女性的再現意義

Gaze on the Female's Body: The Representations of Gender Spatial in Car Commercial Ad

王承平 ； 陳立民

《明道學術論壇》 6卷2期 (2010/06) Pp. 131-153

https://doi.org/10.6953/MJ.201006.0130

摘要

汽車是一種關乎性別和權力的空間，廣告也處處可見性別角色描繪的表現手法。其中最明顯的案例就是所謂的「香車配美人」，廣告將女性與汽車畫上了等號，在視覺上成為男性的一個擁有的「物品」。形塑出「汽車是男人的第二個老婆或情人」，在這種父權體制下的消費文化下，汽車彷彿成為了一個女性軀體的延伸，廣告有了汽車當然還要有美人來相襯。同時廣告中的女性身體也成為男性物慾的對象，讓男性就陷入這種迷思與意識型態中，它也是一種在現實生活無法獲得的一種幻想對象。研究發現有以下兩點：一、男性意識型態及父權主義制度下，女性身體成為在男性監控標的與凝視範圍，視覺上約定俗成的形成男性掌控權力與觀看女性身體。二、汽車平面廣告中的女性角色幾乎裸露或是穿著很少，在性別政治與權力的視覺表現上相對的不平衡。汽車平面廣告是流行文化脈絡之一，我們可以從這一個案研究做為一葉知秋，藉此學習與反省兩性平權的的思考與價值。

關鍵字

凝視 ； 汽車平面廣告 ； 再現

並列摘要

Like the gender issue in the Car commercial Advertisement, the spatial of car always focused on the gender characteristic as well as pretty women with beautiful car, for example female as the equal of car and the subject of males' belonging, and female as the men's second wife or secret lover. As matter of fact, according to this Paternalistic system of consuming value, the female body is the concept of car commercial Ad ,meanwhile is following male's desire and transcended its solid state as for the male's gaze in the application to the sexual fantasy and imagination in virtue reality and stereotype in ideology. There are two point of conclusion in this study. Firstly, what's the reason for male gaze on the female's body , and is that cause or effect on the side of materialism in the way of female as the target as a commodity ,or the male’s center of ideology and so on,.? Secondly, why the female are almost naked or dress as less as they like in the car commercial Ad? Are these ideas as we used to thought in the way of unbalance in each side of gender, for example female always as the object of male’s politic in control. Meanwhile, if all we don’t agree above this idea should we have to re-think how to balance the issue of gender and how to change this stereotype in action. Like most of popular culture, car commercial Ad is a part of social context in our modern society, and also it reminds us from this case study as the feedback for learning.

並列關鍵字

Gaze ； Car Commercial Ad ； Representation