從香水廣告看消費社會中的文化意象

廣告在我們日常生活中無所不在，甚至在無形中融入我們的生活，而為了抓住消費者的目光，其內容更是五花八門、包羅萬象，現今有許多廣告如果不看到最後，都不知道它要賣的是什麼商品。我們對香水廣告的印象，大多是裸露的女性身體搭配上香水瓶，這樣的畫面亦難逃物化女性的說法，但隨著時代的變遷與人們的媒體識讀能力提高後，香水廣告也開始迎合社會大眾之意，改變對女性形象的呈現內容。本研究以CHANEL摩登COCO香水廣告為研究樣本，透過閱讀香水歷史、奢侈品、符號學、女性形象之相關碩博士論文及文獻資料為優先，廣告行銷理論類書籍為輔助，結合文獻分析法及廣告文本分析法，分析香水廣告中的符號意象與女性形象，試探在資本主義下的消費社會中，香水廣告、消費符號與女性之連結，以期了解香水廣告是否物化女性，抑或是凸顯女性本身價值。而本研究發現：一、香水廣告的主角是香水，但品牌和其符號對閱聽人來說亦是重要。二、香水廣告呈現新女性形象的同時，雖然已經大幅減少對女性裸露的畫面，但仍存在著對女性性感的表現。三、現今的女性香水廣告是偏向彰顯女性之美，但仍無法跳脫出美貌迷失的框架，更可能因為過分強調女性之美與性感，而使消費者在直觀下，有物化女性或是性別刻板印象之感受。

關鍵字

奢侈品牌；消費社會；女性形象；符號學；香水廣告

並列摘要

Advertisement is everywhere, it slips and is integrated into our daily life. Contents and types of advertisement is being more and more varied in order to attract the attention of their consumers. If the consumers do not watch the clip until the end, they would be difficult to realize what commodities are released by the company. The perfume advertisement is a classic example of presenting the stereotype of sexual objectification of women. The advertisements usually seem to inevitable display the image of female nudity. With the progression in technology, however, media literacy and education are also improved, gender impression is subverted and it leads the companies need to change the strategy to cater the mainstream. In this study, CHANEL's modern COCO perfume advertisement is selected as the key material; relative records such as thesis and dissertations, history of perfume, symbolic consumption, and advertising theory in marketing are also analyzed to support the material. The purpose of the study is exploring the relation among perfume, advertisements and female images, trying to infer the advertisements whether conveyed a stereotype of women. And the result of the study shows that: 1. “Perfume” is its own protagonist in the advertisement, but brand and symbol are important factors for consumers’ decision as well. 2. Even though the nudity scene has sharply reduced from the advertisements for presenting a new image of women, the image of sexy women still exists. 3. In the author’s perspective, advertisements of perfume usually tend to highlight the independence of female, but it seems that the image of overemphasized beauty and sexy for women is hardly eradicated, and it eventually makes consumers an intuitive sense of objectification.

並列關鍵字

Luxury brands ； Consumer society ； Female images ； Symbolic analysis ； Perfume advertising

參考文獻

一、網路參考資料

Google Scholar

Apprendre l'histoire du parfum：http://pratique.leparisien.fr/beaute/parfum/histoire-parfum/apprendre-l-histoire-du-parfum-1500008598 （上網日期：2019/12/20）