Comparing Society’s Awareness of Women: Media-Portrayed Idealized Images and Physical Attractiveness
Comparing Society’s Awareness of Women: Media-Portrayed Idealized Images and Physical Attractiveness
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DOI：
10.1007/s10551-009-0026-z
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发表时间：
2009-02
影响因子：
6.1
通讯作者：
Chyong-ling Lin;Jin-Tsann Yeh
中科院分区：
文献类型：
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作者：
Chyong-ling Lin;Jin-Tsann Yeh
广告商开发标志和符号的视觉关联，以创建激励消费者的产品形象。今天的特点是基于视觉识别消费的坚实的消费文化，它与每个消费者的日常行为、言语和视觉感知相清晰地表达和互动。广告中频繁使用女性角色描绘和外表吸引力有助于提高社会对女性的认识。一些学者针对女性角色塑造与公众期望不符的现象展开了伦理讨论，因为女性角色塑造的定义过于狭隘，对女性的描绘不利。但另一个小组研究了产品类型匹配假说，该假说强调有效聘用与产品类型密切匹配的有吸引力的女性代言人。台湾女性社会地位的转变促进了女性价值观、仪式和美学等外来思想的输入。台湾女性被引入了一种新的女权主义，一种对适当的个人外表和行为的改进的看法。当前的研究利用内容分析和深度访谈来探索广告中的当代女性角色刻画。此外，本文还探讨了当代身体吸引力的形成与广告中的视觉消费之间的关系。结果显示，大多数代言人都是名人，他们拥有健康的身体和愉快的表情，被描绘成通过个人体验来传递产品知识的产品用户。保护古典美是最常见的描绘，而性表达是最不常见的。最后，本文建议谨慎选择不同类型的美貌、姿势、魅力，以匹配国内外杂志的读者。
An advertiser develops visual associations of signs and symbols to create a product image that motivates consumers. Today is characterized by a solid consumer culture based on visual identity consumption that articulates and interacts with each consumer’s daily actions, words, and visual perceptions. The frequent use of female role portrayals and physical attractiveness in advertising contributes to an increase in society’s awareness of women. Some scholars have developed an ethical discussion out of the phenomenon of female role portrayals not matching the public expectations because the portrayals are too narrowly defined and women are unfavorably depicted. But another group has studied the product-type match-up hypothesis, which emphasizes effectively employing attractive female endorsers that closely match the product type. The shift in female social status in Taiwan contributes to the importation of foreign ideas such as feminine values, rituals, and esthetics. Women in Taiwan have been introduced to a new feminism, a modified perception of appropriate personal appearance and behavior. This current research utilizes content analysis and in-depth interviews to explore contemporary female role portrayals in advertising. In addition, this article examines the relationship between the formation of contemporary physical attractiveness and visual consumption in advertising. The results reveal that most endorsers were celebrities, with fit bodies and pleasant␣expressions, portrayed as product users who offer personal experiences to deliver product knowledge. Conservation classical beauty was the most common depiction, while sexual expression was the least common. Finally, this article recommends that different types of beauty, posture, and appeal should be carefully selected to match domestic and foreign magazines’ readers.