| Summary: | 碩士 === 國立高雄師範大學 === 視覺傳達設計研究所 === 95 === The research is to conduct the role orientation of RV in the modern society, significance of bisexual roles in the commercial, and the meaning of it in the consumption culture by means of case study of commercials. The research adopts the semantic analysis and the text analysis to interpret the text meaning of the commercial and capture the audiences’ attitudes and opinions about the commercial with interview survey.
The research conclusion as following, 1. The role of RV is the symbol of the happy family. After reviewing the commercial, the audience exploring the sense of symbolic
significance in order to demonstrate his own values and life style and launch how person oneself is, and then becomes one symbol.2. The meaning of binary roles that commercial presents is a kind of consumption orientation directed by the gender. Although there are commercials trying to reverse and turnover the bisexual stereotype, its relation or ideology have become one kind of resources and the tool that advertisers manipulate and operate. 3. In the consumption
culture, the commercial is the image propaganda of ideology, and RV is an agent to achieve personal ideals established or added on the individual through the commercial. The commercial creates an ideology with real-like image, selling a "visible" happy world. However, the image of it is just an imitation of reality. Moreover, the symbol it creates is the simulation of real life. Thus, the consumption following the commercials is only a stimulant consumption of mirror image process. The happiness in the
commercial is just the identification which mirror image works on the audience.
The eventual purpose of the commercial lies in making the audience expend by using various methods or means as the demands. The only purpose of the commercial is to attract us to buy more consumer goods to change us or our life. The more we buy, the more demands of commercials we have been disciplined. Although we had fulfill our material and psychical desire, we may also be unconsciously restricted by the ideology of the commercial at the same time.
|
|---|
