雜誌廣告中男性角色的變遷研究

• Main Author: 林靜雯
• Other Authors: 王雅各
• Format: Others
• Language: zh-TW
• Published: 1999
• Online Access: http://ndltd.ncl.edu.tw/handle/57952930400365330313

碩士 === 中國文化大學 === 新聞研究所 === 87 === The motive of this study of researching men''s role in advertisement of magazine is that the image of "new wonderful men" is so popular. This study researches the image of men in both public and private sphere based on the view of sex stereotype and feminism. Because these images reflected in advertisement, the result of researching men''s roles in advertisement of magazine will be a reference for the change of men''s role in society. The men roles in advertisement of magazine from 1988 to 1997 have fitted the type of sex stereotype, and the images of young and middle-age men is majority. Men''s role has slowly became more multi day to day. The character of change of men''s is that work role added with family role remained minority. Men have another sphere in addition to family and work role. The trend in relationship between men and women is that the equality between men and women lessened and the phenomenon of dominated by men''s power has added recently. The representation of men''s roles has relation to the types of magazines and products. Sex stereotype about men is deeper and the family role is represented more often and the relationship between men and women is more equal in women''s magazine from the view based on magazine types. And the research about men roles represented in different types of products is based on FCB Model. The changes of men''s roles mean that men''s roles become more multi today than that of ten years ago, the speed of change is slow. Men still dominate power in the society. Career is still an important sign for men and the concept of family role doesn''t root in men''s mind but change by time.