Cross the gender line: Interrelations between the audience, researcher and advertisement meanings in advertisement images

• Main Author: 劉怡蘭
• Other Authors: 鄭明憲
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/01589337602646733085

碩士 === 國立彰化師範大學 === 美術學系 === 100 === Abstract This study aimed to explore the interpretation of the research participants of both genders regarding female commodities endorsed by males, so as to explore what kind of impact the action of “gender differences” had on two aspects: “text” and “audience.” The majority of domestic researches on advertising are focused on scopes such as marketing management and communication management, as well as quantitative research. On the other hand, researches that interpret advertising connotations conducted by art departments remain scarce, most of which emphasize on text analysis. In general, most text analysis related researches are confined to the significances contained in the text, without producing a close connection with the contemporary society. Hence, in this study, in addition to adopting the social context of the text as the main direction of research, an attempt was also made to gain an insight into how the audience interprets text through the society and life experiences. The study adopted the eight advertising images between 2006~2011 with female products endorsed by males as the research tool in order to explore how the audience of both genders linked their own experiences with the advertising significances. The researcher adopted the feminist-oriented research method in the qualitative research as the reference, combined with the perspective of gender studies and multiple case study method as the basis. The graduate student of both genders from a university in Central Taiwan were selected as the research participants. Furthermore, the written notes and personal interviews were adopted as the data collection methods. The results are as follows: 1. The implication of female commodity advertisements endorsed by males: Challenge the conveyance and performance of the traditional gender significances and break the bottleneck of gender rigidity. 2. The value of female commodity advertisements endorsed by males: When male endorsements no longer advertise products, but bring the positive social value and connotations into the advertising contents. 3. The research participants’ interpretation forms: The research participants engaged in consultation interpretation of the differences in gender awareness based on the gender narratives in advertising and their own experiences in real life. 4. The research participants’ gender awareness: The male research participants generally still held a traditional patriarchal ideology, and they only slightly adjusted the width of their standard. On the other hand, the female research participants held positive views on the display of new gender characteristics. Keywords: advertising, gender studies, interpretation of images, visual culture, 　 　　　　　case study