當代消費文化與多重視角櫥窗創作之研究

德國哲學家赫伯特•馬爾庫塞（Herbert Marcuse,1898-1979)曾說過:「一種舒適、柔滑、合理又民主的不自由，流行在先進的工業文明中，這是技術進步的象徵」。在現今資本體制的社會中，處處可看見藉由「消費」之行為，讓人們呈現出一種無須透過對話，僅需藉由物質與精神消費，便可輕易合奏出無法抹滅的消費神話，此種經驗共同體同時也為是現代文明中人們共享之價值觀之一。人群對消費與物質生活的喜好由不同時期的時空、情境、議題之變化歸納而成，進而成就各式各樣的消費族群，其所購買的商品堆砌成為人類認同之共存價值，甚至同一時期的廣告所引導出的視覺刺點也成為該共同體的集體記憶。而後更出現藉由一些細節的安排與鋪陳，藉由廣告的行銷手法，以達到刺激消費與創造人類視覺與心理上更刺激的享受之目的。資本家們試圖將日常生活淨化、優雅化以及理想化成為共同期許之「美」的願景，促使「美」社會化、世俗化。藉由「美」的世俗化，使得學術性質強烈的美學（Aesthetics）轉變成為了物質享受的重要知覺，從而結合並重新包裝傳統的消費文化，進而促使消費能力的昇華。而消費行為的產生與強化，則是社會一個最終的重要環節，以及資本主義的主要目的。

關鍵字

多重視角；消費社會；櫥窗；商品拜物教

並列摘要

German Philosopher Herbert Marcuse (1898~1979) once said, “A comfortable, smooth, reasonable, democratic unfreedom prevails in advanced industrial civilization, a token of technical progress.” In this modern capitalist society, consumerist behavior can be seen to enable people to easily weave an everlasting consumerism myth through simple commodity and psychological consumption everywhere, with no need for conversation. This joint experience is concurrently one of the common values that people of modern civilization share. People’s consumption and material life preferences are the end result of a mixture of different time backgrounds, scenarios and rotation of issues. These preferences go on to forge all kinds of consumer groups, and the things each group buys build the common value that the members identify with. Even the visual stimulation provided by commercials in that time period becomes a common group memory shared by the mass. Later, commercial marketing tactics that arrange and manipulate little details with the purpose of stimulating consumption and boosting visual and mental enjoyment emerged. Capitalists’ pursuit to purify, refine and glorify everyday life into something that is universally considered “beautiful” has rendered “beauty” secular and worldly. By secularizing beauty, the once strongly academic Aesthetics is turned into an important perception in material pleasure, and combining with and repackaging traditional consumerism, ultimately raises consumption capabilities to a higher level. The manifestation and solidification of consumerist behavior is the last important chain of society and the main goal of capitalism. Therefore, this essay seeks to accomplish the following goals by delving into both the theoretical and creating aspects and closely linking three concepts - consumption, psychology and Aesthetics.