閒暇凝視－廣告中的女性形象攝影創作

Abstract

現今，媒介在生活中扮演著舉足輕重的地位，引導並改變著社會大眾思考面向與行為模式，電視、網路中形形色色的廣告更是無孔不入。在廣告成為行銷手段的初期，廣告中就頻頻使用女性代言人，對女性性感行銷的大行其道在為廣告業主增加銷量的同時，也讓物化女性、女性刻板印象的現象愈演愈烈。隨著女權主義的反抗以及大眾意識的提升，如今越來越多的品牌意識到廣告對女性形象刻畫的重要性，因此也催生了坎城創意節針對性別與文化議題而特別設立的「文化改變獅獎」。但是，與此同時仍有不少品牌執著於利用女性形象以博人眼球。\n 本創作希望透過編導式攝影，根據廣告品類從「男性凝視下的女性形象」、「新女性家庭角色」以及「閒暇凝視」三個主題系列進行拍攝，藉此來反映廣告中對女性形象建構的片面性以及侷限性、媒介與女性形象的關係，希望喚起大眾對物化女性的重視與反思。\n 最後，本創作以主題攝影展之形式對三個系列作品進行為期兩天的展出，吸引近五十名觀眾前來觀展。通過攝影展的籌備與展出，創作者意識到媒介對女性自我形象認知之重要，廣告對女性形象的呈現由訴求對象、產品類型以及行銷目的等多方因素決定。

Nowadays, media has played an important role in daily life, influencing and changing public thinking and behaviors, especially various kinds of advertisements in TV and Internet. In the early days of advertising as a means of marketing, female images were used frequently. The popularity of using sexual female images in advertising definitely has benefited the sales for brands, however, it has caused the phenomenon of women objectification and female stereotype as well. With the revolt of feminism and the promotion of public awareness, brands have become aware of the importance of proper depiction of female image in advertising. Recently, Cannes Lions set up Glass Lion in order to inspire the changes of culture, yet some brands are still using sexual female image.\n\nTherefore, the purpose of this project is to arouse public’s attention and reflection of such situation through the way of fabricated photography. The project will be presented in three themes “female images under male gaze”, “new female family roles” and “gaze in leisure time”.\n\nFinally, the themed photographic exhibition had lasted for two days, attracting nearly 50 visitors. Through the preparation, it makes the creator be aware of the importance of media in shaping feminine self-image. Also, the female image presented in advertising is determined by various factors such as the target audience, type of product and marketing purpose.