1982至1999台灣瘦身廣告研究－－多面向的研究

Abstract

本研究主要採取文化研究的觀點，以多面向的分析方式，針對1982至1999年一共十八年之間的長期的瘦身廣告文本，同時進行量的分析和質的分析；一方面分析廣告訴求的變化，同時也深入其論述相關的社會脈胳、文化意涵、產製層面、相關的媒體批評論述、以及政府規範等層面，來探討瘦身廣告在台灣社會所引發的現象與意義。也就是說，本研究一方面解析資本主義及父權意識形態結合所造成的瘦身文本論述，同時，也藉由分析相關的社會脈胳，探討批判瘦身廣告的多元論述如何帶來轉變，並藉此反省增權（empowerment）策略的機制。其目的是系統性的呈現出瘦身廣告論述的意涵、抗爭、與變遷，並藉此反思建構多元論述的社會環境與改變身體論述的可能性。

Since 1992, there emerged suddenly a surge of weight-loss (or body-shaping) advertisements throughout TV, newspaper, and magazine in Taiwan. In a very short period of several years, lots of weight-loss companies have occupied the popular street corners with huge amount of avenues. Therefore the paper`s problematic is what kind of the advertisement discourses have triggered the body-shaping consumption, and what kind of social context have made all these phenomena possible? This research has adopted a multi-perspective approach to analyze the weight-loss advertisements from 1982 to 1999. In addition to analyze the changes of the amount and frequency of those various appeals of the weight-loss ads, the study also explains how the social context, cultural convention, the weight loss industry, the critical discourses, and the government regulation, etc., have influenced the appeals and signification of those advertisements.