醫藥廣告中女性意象描繪的進展

本研究目的在於了解台灣文化變遷下，女性意識的轉變與整個文化、社會環境之間的關聯性，這些以女性為主的醫藥廣告訴求為何，是否因為女性意識的抬頭而有改變。台灣女性在早期的廣告中大多扮演被動的、傳統的角色，主要出現於家庭用品和化妝品的廣告，較少出現在高消費商品。台灣的女性意識還未發展成熟之前，醫藥廣告中女性圖像表現手法大多給民眾一種希望、親切溫暖的感覺，透過女性的美貌襯托藥品，讓民眾有放鬆的心情，並且給予穩定感，這種感覺符合早期台灣的社會文化，女性持守著社會秩序，就好比全身散發出母性光輝的女人一般，以照顧者的角色減緩民眾不安的心情。到了八〇年代，台灣社會與政治變遷急遽，女性開始查覺到自我充實的重要性，因而廣告聚焦在時尚、流行這些商品上。本文使用內容分析法鎖定1999年至2019年間雜誌醫藥廣告中的女性圖像，進行交叉分析比對，最後統整出結論。台灣在1993年變成高齡化社會，到了2018年正式邁入高齡社會，在社會結構變遷下，可以得知女性在廣告中不再以美做為主要理念，而是以現實社會中賢妻良母的樣貌，並且以理性和個人取向為主要訴求方式，不再是被動的接受，而是以專業的藥師和營養師的身分主動關心民眾。

關鍵字

女性形象；醫藥廣告；女性意識

並列摘要

The purpose of this research is to understand the relevance between the change of female consciousness and the entire culture and social environment under the cultural changes in Taiwan, why these female-based medicines are widely demanded, and whether they have changed because of the rise of female consciousness. Most Taiwanese women played passive and traditional roles in early advertisements. They appeared mainly in advertisements for household goods and cosmetics, and rarely appeared in high-consumption goods. Before the female consciousness in Taiwan has matured, most of the female image expression techniques in medical advertisements give the people a sense of hope, kindness and warmth. The beauty of women is used to set off the medicine, so that the people have a relaxed mood and give them a sense of stability. It feels consistent with the social culture of early Taiwan. Women uphold the social order, just like a woman who exudes maternal brilliance. The role of caregiver relieves public anxiety. In the 1980s, Taiwan’s social and political changes were rapidly changing, and women began to notice. To the importance of self-enrichment, advertising focuses on fashion and popular products. This article uses the content analysis method to locate the female images in magazine medical advertisements from 1999 to 2019, conducts cross-analysis and comparison, and finally draws a conclusion. Taiwan became an aging society in 1993, and officially entered an aging society in 2018. With the changes in the social structure, it can be learned that women no longer take beauty as the main concept in advertising, but look like good wives and mothers in the real world. Appearance, with rationality and personal orientation as the main appeal, is no longer passive acceptance, but actively cares for the people as a professional pharmacist and nutritionist.