女性時尚雜誌封面人物與讀者吸引力研究

台灣女性時尚雜誌市場一直蓬勃發展著，根據AGBNielsen(2005)年媒體大調查指出，台灣女性讀者在選擇雜誌的閱讀率表現上，國內版雜誌為76.2%，日文國際版則有28.9%，國際中文版佔了40.9%。其中以刊登歐美流行趨勢為主的國際中文版，報導內容與高單價精品品牌訊息，是25-34歲具有高消費能力女性讀者深感興趣的，也因此，各國際流行精品品牌多願意將廣告預算放到國際中文版中，以達最大廣告效益。然而，時尚雜誌市場競爭激烈，書報架上各色雜誌爭奇鬥艷，如何在一片書海中殺出重圍，獲得駐足書架前的消費者青睞？此刻，雜誌的封面呈現就擔負起了相當重要的責任。為了解雜誌編輯人員選擇封面人物之條件是否符合讀者喜愛，本研究利用深度訪談與焦點團體訪談法，分別了解專業組（雜誌人員）與讀者組（習慣閱讀國際中文版之讀者）對封面人物的看法，經訪談結果發現讀者喜歡的封面人物條件：一、具有正面的社會形象。二、能傳達流行訊息的服飾。三、神情自信自然。四、色調明亮。五、攝影燈光有立體感。六、人物比例適中，約半身或七分身容易吸引讀者目光。

關鍵字

時尚雜誌；封面人物；國際中文版

並列摘要

According to AGBNielsen 2005 Media Survey on the choice of magazine, 76.2% of Taiwanese female read local magazines, 28.9% read international edition of Japanese magazines, and still 40.9% read Taiwan edition of foreign magazines. Being provided with various magazines to choose from, women, aged from 25 to 34, who have high consumption capacity read Taiwan edition of foreign magazines most frequently whose contents focus on fashion trend in America and Europe and current events of famous brands. Thus, aiming for the most profitable result, famous brands are willing to pour their budget in commercial into magazines of Taiwan edition. However, the market of fashion magazine is highly competitive. How to distinguish from other magazines on racks and get consumers, attention is a big issue. At this point, the cover of a magazine counts. Besides convey the message of magazine and fashion trend, the most important function of covering figure is to get reader's attention. Because readers decide whether to buy or not only after they pick up a magazine, the target of covering figure is to arouse reader's curiosity. This research has three aims- 1. To discuss the reasons of how a magazine decides its covering figure. 2. To study on the reasons of why readers like or dislike a covering figure. 3. Try to find out the elements that attract reader's attention so that magazines can have references when selecting a covering figure. The Study on Women's Fashion Magazine Covering Figures and Readers' Attention This research is conducted by interview approach. It chooses Harper's Bazaar, the first fashion magazine worldwide and also the first fashion magazine published in Taiwan, as subject. It also interviews many editors of other magazines and relating coworkers of cover-photo shooting to find out the reason of why a covering figure is selected by asking the interviewees to view twelve cover pages and choose their favorite.