從女性影像探討個人電腦居家化之意涵變遷－以《PC home》雜誌廣告爲分析對象

個人電腦產品在台灣歷經十多年的銷售開拓，其市場定位已逐漸從工作場域轉為著眼於家庭使用。這一銷售定位的轉移，必須要使電腦產品在消費者的印象從高科技產品轉化為家電用品。從廣告的角度來說，什麼樣的象徵符號所代表的社會意涵可以用來改變消費者對電腦既定的高科技印象呢？女性影像的運用與電腦居家化的型塑之間，是否存在著可以解釋的關係呢？當「高科技」要搖身一變為「家用科技」時，廣告中女性的社會意涵會有著何種變化，以賦予「電腦科技」在家庭中所扮演之科技角色呢？本文試以電腦雜誌廣告為分析文本來探討個人電腦居家化的過程中，性別與科技居家化之間的關係；再者進一步從分析的材料中探討家庭的社會意涵產生了何種變化，使得廣告可以不斷探索女性與電腦關係上的新可能性，以融入「家庭」概念，成為家庭的一部分。

關鍵字

性別；居家；科技；個人電腦；廣告；影像

並列摘要

In the struggle to sell more personal computers into the market, recently the major position of marketing for PCs has changed from the work place to the domestic field. To make the change of marketing position 'successful, the concept of the PC in consumers' mind should he transformed from the 'hi-tech' product to domestic technology. In advertising, what kinds of social symbols could be associated to persuade customers to reconstruct their stereotype about PCs? Could it he found in advertising that there is an explanatory connection between the use of female image and the domestication of PCs? In this paper, the advertising in the PC home magazine of Taiwan is analyzed to demonstrate the relationship between gender and domestication of computing technologies. Based on the result of the analysis, the author tries in advance to discuss how adverting is exploring new meaning to associate PCs with the home in the time of 'new families'.