| Summary: | 碩士 === 國立中山大學 === 傳播管理研究所 === 97 === People nowadays are surrounded by the environment filled with lots of different kinds of media. The impressions of the media help us to form our views of the world and the values of the things. The stories of media offer signs, myth and sources through the lives we share together. The messages of media tell us who has the power, and who can have the abilities of interpretation. The study focuses on the gender representations and the underlying gender messages of jeans advertisements in the magazines, and how they interact with the culture. Besides the newly fashion magazines, the four top selling magazines, VOGUE, Cool, Men’s Uno and GQ, are more than 10 years. From the ads in those magazines in 1998 and in 2007, the study uses the semiotics to analyze the signifier and signified, connotation and denotation of the jeans advertisements. The study hopes to find out the differences of the gender codes in the magazines and the interactions between the advertisements and the culture in Taiwan.
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