擬像與真實的界線：臺灣房地產預售制度下的樣品屋和接待中心

A Borderline in-between Simulacra and Reality: on Real Estate Model Houses and Retail Offices under Pre-Sales System in Taiwan

蕭景文(Ching-Wen Hsiao)

指導教授 ： 邱博舜

國立臺北藝術大學/文化資源學院/建築與古蹟保存研究所/碩士(2005年)

https://doi.org/10.6835/TNUA.2005.00005

摘要

1970年初期起，台灣房地產開發商在建造銷售屋前流行興建臨時的構造物，也就是所謂的樣品屋或接待中心。樣品屋既是充分展示未來的複製品，也是房地產銷售人員的臨時辦公室。引入廣告行銷的概念下，今日業界鼓吹樣品屋和廣告文案所傳達的空間美學和居家生活品質，以塑造商品更多的想像力和可能性。在上述房地產資本運作下，此舉構成無法忽視的空間文化現象。本論文將這些構造物視為輔助銷售文本的道具，因為它們都經過特別的設計以體現房地產的銷售說詞—幾乎都是宏亮動聽卻欺騙大眾的建築神話。因為樣品屋和廣告文本都是可被視覺感知、閱讀(甚至觸摸)的再現，並且於當下暫時取代成為尚未興建的建築的存在。這些再現不僅是單純的複製品，並且經常超越它們所再現的對象。由此，吾人認為樣品屋是關於布西亞（Jean Baudrillard ）擬像概念的三度空間版本。在此理論框架下，本研究著眼於挖掘樣品屋的諸多面向，並將其倂置以趨向多元又歷史取向的基礎探討。學院對此主題缺乏嚴謹的辯論，一般將此建築類型的濫觴視為1970年代早期的預售制度發展下的餘波。然而，這樣的臆測缺乏充足的證據和理論視角而顯得問題重重。透過歷史和田野調查，本論文試圖重新定位樣品屋在不同歷史階段中的地位。在過去的廣告文本、新聞論述、形象、事件、展覽中，展露樣品屋概念的發生和演進，此過程指出消費行為的改變，消費者開始靠虛擬真實購買未完成的產品。建商持續改良嘗試下，樣品屋逐漸從單純的空間再現，取代工地現場的實體，進而成為消費者眼中的實在。消費者認為樣品屋就是產品本身。換句話說，擬像和實在由於預售生產的時差（前者先於後者），造成認識論層級的競爭。本研究認為，此競爭長久地影響了消費行為、行銷策略、樣品屋設計、法律和設計師的地位。有趣的是，上述競爭中意外地帶來更多的社會意義。在行銷學主導的房地產預售制度下，樣品屋建築的主體性被削弱，刻意被設計為空間化的廣告媒體，其中資訊和空間並存。消費者得以在被建構的想像中獲取物質性的空間經驗。本研究認為這種特殊的三度空間擬像，表面上俱備作為一棟準建築的合法條件，卻超越了原本的學門分類，實則是行銷概念在物理世界裡的流動化身。

關鍵字

樣品屋 ； 想像 ； 房地產 ； 預售 ； 擬像

並列摘要

Since the early 1970’s, it has been a norm among real estate developers in Taiwan to build temporary structures, namely model houses or retail (reception) offices, prior to the actual construction of housings. Model houses are both illustrative replicas of the future products and provisional offices for real estate agents. Nowadays, with ideals borrowed from advertisement industry, the business has been fermenting values of spatial aesthetics and living quality conveyed within model houses and advertising narratives, in order to inflate the essence of imagination and possibility towards the merchandise. As a result, under the operatives of real-estate capitals, it has forged a spatial-cultural phenomenon not to be neglected.
In this thesis, model houses are conceived as instruments complimenting marketing narratives, hence are specifically designed to materialize corporation rhetoric, mostly orotund architectural fables to beguile. Given the fact that model houses and narratives are both visually susceptible and legible (even tangible) representations, which substitute the present beings of architecture to be built, these representations have been going beyond the realm of replica and usually surpassing what they represent. Thus it won’t be presumptuous if we consider model houses pertain to Baudrillard’s idea of simulacra in rather three dimensional senses. Based on such theoretical scheme, this research focuses on unearthing plural issues about model houses, and juxtaposes them as an approach to construct diverse yet history oriented discussion.
Without rigorous debates on such subject in the academy, it is general believed that this very architectural genre is a fallout of the augment of the real estate Pre-Sales system in the early 70’s. However, this assumption could be problematic without sufficient proof and theoretical perspectives. Through historical and field investigation, this thesis aims to relocate the statues of model houses in different historical periods. According to advertising rhetoric, newsletters, images, events and exhibition records in the past, in which the emergence and the evolvement of the concepts of model houses were exposed, it could be observed that such process indicating a behavioral shift in which consumers started to purchase unmade products, based on one glance of their virtual reality. After conscientious modification and trials by real-estate industry, for consumers, model houses’ roles gradually transformed from fabricated representations into reality, replacing the previous leading character of constructing housings. Consumers conceived model houses as the product per se. On the other words, there is an epistemological competition between simulacra and reality due to belated production of reality. This thesis argues that it has brought profound alternations for consuming behaviors, marketing strategies, design, laws and the status of designers. It is interesting when considering such competition accidentally enriched model houses with more social significances. Under the advertising-dominant real-estate Pre-Sales system, where their architectural noumenon has been waned, model houses are created as spatial media (in which information and space coexist). Therefore, consumers would percept substantial spatial experience in constructed imagination. Despite it possesses legitimate quintessence of being architecture, this thesis believes that this kind of special three dimensional simulacra has transcended conventional taxonomy, and is in fact an ambulatory incarnation of marketing ideas in the physical world.

並列關鍵字

model houses ； imagination ； real estate ； pre-sales system ； simulacra

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