| Summary: | 碩士 === 輔仁大學 === 應用美術學系碩士班 === 94 === Feminity depiction in advetising have been increasingly created as career-women since 1990, which could imply the changing and pgrading of women social status. The research concenrated on humorous feminity depicion in print ads, realized a joke-making to asculinity presented a brand new female role performance of independence and autonomy in the modern era. The research adopted quantitative analysis to proceed 500 copies of feminity humorous depictions ads which data was collected from over 10 different magazine subscribes. The purpose of the research was to explore the inter-relationship and usage between humorous appeals and products categorization.The results showed as following:
1. The hostile or aggressive humorous ads would depict female as career-women ocelebritiesd. On the other hand, female would be depicted as wife or girl-friend when it was sexual ads. The significant diferenct characters of protagonists in ads have their appropriate performance to transmit and deliver products’nformation.
2. The humorous advertisement presented an impression of bantering, joke in the past, thata should rarely apply to「high risk」and「high function」in products classification. The research outcome figured out that the humorous advertisement applied more to the products of high function, high risk and high practical value. This showed credibility to people of humorous advertisement improves greatly.
2. The humorous advertisement presented an intelligent and skillful feminity depiction. The funny or silliness fmale role portrayals were replaced by liberated and confident feminism in the recent decade.
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