「家」的夢想：解析房仲電視廣告中的家庭圖像與性別關係

Abstract

本研究以符號學與敘事分析取徑檢視五則2005年至2009年播出的台灣房仲電視廣告，探討文本所建構的迷思及其隱含的意識形態。研究發現，房仲廣告藉由符號元素的操作，將房屋、家與家庭等概念結合，從中形塑關於理想家庭圖像以及性別關係的兩大迷思。在家庭圖像部分，房仲廣告鼓吹購屋為開啟幸福家庭的敲門磚，並且傾向再現中產階級意識與（準）核心家庭型態；在性別關係方面，廣告強調購屋為男性對於成家的承諾，同時將家視為傳統女性角色的展現空間。整體而言，房仲廣告敘事呈現保守僵化的意識形態，缺乏進步性的想像。

This study applies semiotics and narrative analyses to examine the myth and ideology embedded in Taiwan`s five real estate brokerage TV commercials aired during 2005-2009. The findings indicate that real estate brokerage TV commercials integrate the concepts of house, home, and family by manipulating various symbolic units. In so ding, the texts construct myths with regard to ideal familial image and gender relationship. In terms of familial image, real estate brokerage TV commercials advocate that buying a house is the prerequisite for securing a happy family, and are inclined to represent quasi-nuclear family and middle-class lifestyle. As far as gender relationship is concerned, the TV commercials emphasize that buying a house is the commitment of men for marital life, while considering home as a space for women to perform traditional female roles. Overall, the narratives of real estate brokerage TV commercials reveal conservative and concrete ideology that shows little progressive imagination.