The Representation of Women’s Figures in Medical Advertising of Early Taiwan Newspaper－Using United Daily News of 1956~1970 as examples

• Main Authors: Hsiao-Ling Lin, 林筱玲
• Other Authors: Wen-Cheng Lin
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/41384581936175144336

碩士 === 輔仁大學 === 應用美術學系碩士班 === 95 === People in Taiwan like to take medicine. This is a common situation. Most people think taking medicine can keep healthy. The patent medicines are easy to get and also are necessities for most family. A representation is formed is connection with social environment at that time. Taiwan culture affects female representation how to represent in medical advertisement, and the priority for female in medical advertisement has closing relationship with early Taiwan life. It will be different meanings for female role with different kinds of patent medicines. The representation of women’s figures in medical advertisement in United Daily News is the golden age for representation from 1956 to 1970. During this period, it is the best age for female representation had been developing in medical advertisement. Moreover, we collect medical development in early Taiwan, medical culture, medical advertisement of Taiwan early newspaper, and female role advertisement, and iconology theory of Erwin Panofsky. Analyzing women’s figures represent in medical advertising and visual representation to explore the characteristics for women representation in medical advertising. To research 480 samples, and discovered that the peak time is in 1964 among 15 years, and the health care medicine advertisements were appeared frequently. The conclusion indicated female role makes people adoringly and respect ego ideal. The representations represent traditional oriental face and fashion dressed up of occidental. The female role portrayal keeps sub consciousness of community group. People can move up by themselves gradually and request high quality medicine. Women’s figures are the target of beauty, the minutes of history, and also continuation of Taiwan traditional culture. In the meantime, it supplies more diversification and more visual record for Taiwan history.