The Study of the Gender Symbols in Adidas Advertising

• Main Authors: Tzu-Yun Huang, 黃子芸
• Other Authors: Tsung-Wen Yang
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/54876994211861937116

碩士 === 國立體育大學 === 體育推廣學系碩士班 === 101 === The purpose of this study is to investigate Adidas Originals DENIM series of advertising "Girl next door", "The Hunt" and "Polaroid" those three advertising text symbols presented in the meaning and advertising implicit meaning, as well as advertising how to make the concept at gender representations, use Semiology theory analysis of advertising, layered deconstruction the meaning of the symbols, Attempt to disassemble the advertising gender significance. The result of Advertising through the semiology deconstruction analysis: In First layer about the paradigms and synthases Symbolic analysis, The three advertising text common to use a bright, female, white race, long hair, straight hair, blond hair, high-heeled shoes, enjoy, enthusiastic and exposed symbols. The second layer of analysis dismantling through the denotation and connotation found the use the protagonist facial expressions, body movements, scenes, props, camera angle, continuity, composition and shooting style showing a strong sexually suggestive, use the visual screens to restrict women into the framework of the patriarchal, advertising broadcast backdrop of the concept of gender stereotype, influence the audience for the concept of gender. The third layer to find out advertising using symbolic message to convey cultural myth and ideology. The research results show that three advertising text exist logic thinking of heterosexual patriarchy, lead to audiences viewing of female subjectivity acceptance intention and process of rationalization. The advertising showing women imprisoned in the private sphere. The advertising presents the males holds sovereign power, the females through the males gaze, and recognition of them body physical existence. The advertising exposed screen rests in the middle of the exposed and not exposed, indirectly affect females in shape the thinking of their subjectivity. The advertising unable to breakthrough patriarchal ideology, excessive sexually suggestive display behavior, the advertising still have belittle and materialized females phenomenon. In this study, based on the research findings and conclusions suggestions for future research, provide future researchers conducted a follow-up study of reference.