摘要
女性愛美的天性，使得打扮變成一種享受，我們既追求成為獨立的現代新女性，也嚮往擁有美麗的愛情。隨著時代演進以及女性就業率的提高，女性擁有越來越多的自我，其角色發展也越趨多元化，使得女性角色成為相當值得探討之議題。各個國家社會文化與價值觀皆不相同，對於生活需求也有所不同。廣告正是寫實社會的縮影，可反映出該社會大眾之文化與價值觀，本研究主要是以雜誌廣告作為研究對象，探討現代的愛情廣告中，是否存有童話公主之現象，本研究將以「財經企管類雜誌」、「流行時尚類雜誌」之平面廣告為樣本，採用內容分析法，探討廣告中之愛情與童話與女性角色描繪之跨文化差異與演進。 本研究採用內容分析法，以500份雜誌廣告作為樣本，進行次數分析與卡方檢定，以了解各變項的使用頻率與檢測不同變項的觀察值之間，是否具有特殊的關聯性（邱皓政，2001）。研究結果大部分支持本研究的假說，結果顯示不同雜誌廣告的文化訴求、女性角色類型、美麗型式、化妝內容、以及愛情類型皆有差異存在，而性意識以及援助與訊息角色上則無差異。在財經企管類中是以友誼愛與奉獻愛出現最多，以充滿溫馨、健康、或享受親情快樂的方式來介紹產品，男女的愛情建立在長期關係，屬於細水長流型的親密友好夥伴。而在流行時尚類中，多數則屬於遊戲愛與佔有愛，廣告中的男女代言人藉由動作與表情，充分展現出對於彼此身心理的激情以及佔有慾望，男女關係的基礎建立在個人的對於異性的外在吸引力。 從過去的「白雪公主」到史瑞克中的「費歐娜公主」可以看出童話中的女性角色確實有明顯的改變，童話反映出當時代的社會需求與價值觀，故古代公主類型中的角色類型並不適用於現代。現代社會注重的是個體的特色與獨特。與過去的研究相比，可確實看出女性角色的轉變，廣告中的現代女性展現出獨立自我、自信且自主等特質，充分表現出「新女人、新價值」的一面。
並列摘要
Self beautification is woman’s instinct to chase a guarantee love and marriage in the past society. The socioeconomic activities and development offers an opportunity for women to change their concept. Participating in the labor market is a challenge for training professional capability; it also provokes women’s awareness to accomplish an ideal state of “true-self”. The idea of true-self arouses diverse female role depictions which lifts a prevalent discussion in the contemporary society. The purpose of the study is to identify the application of female role depictions in advertising vests with love styles and fairy princess phenomenon. The samples are collected from financial management and modern fashion magazines. The content analysis is adopted to figure out the prototype of love and fairy tale woven into the female role depictions. The 500 copies of print advertising are collected as sample and verified by frequency and chi-square. The outcome indicates that different magazine possesses different culture appeal, female role prototype, beauty style, make-up orientation, and love styles. The financial management magazine presents female role depictions with storge and agape love to express warming, healthy and long-term love styles. The modern fashion magazine would tend to demonstrate a mania love and ludus love. The endorser would show an emotional action and expression to present a strong temptation and love to occupy opposite. In the current era, the significant change in female role depiction can be proved by the commercial film from “Snow white” to “Princess Fiona in Shrek”. The contemporary social demand and value can be reflected upon fairy tale. The “Snow white” is no longer a unique portrayal. The modern society would focus on female individualism and specialty that is completely reverse from the past. The current advertising practitioner would create a female role with the characteristic of true, self-confidence and autonomous to satisfy the public.