题名

電視廣告再現老人形象分析

并列篇名

The Analysis of the Portrayals of Older Characters on Television Commercials

DOI

10.30385/JRTS.201212_(35).0002

作者

連淑錦(Shu-Chin Lien)

关键词

老人 ； 廣告 ； 孝順 ； 性別刻板印象 ； 刻板印象 ； older adults ； commercials ； filial piety ； gender stereotypes ； stereotypes

期刊名称

廣播與電視

卷期/出版年月

35期（2012 / 12 / 01）

页次

30 - 60

内容语文

繁體中文
中文摘要

本研究以質化取向的主題分析，針對電視廣告如何再現老人形象進行研究，主要關注於老人職業角色、出現場景、故事情節、對白與旁白等面向。本研究發現，台灣電視廣告中的老人形象是過度正面形塑的。這樣過度正面形象再現，雖然有助於提升社會大眾對老人族群正面的認知與期望；但卻也可能造成對老人族群過度想像或是期望。另外，本研究也發現電視廣告不只是傳遞中華文化傳統的孝順、三代同堂的社會理想價值外，更將性別刻板印象天衣無縫地融入其中。孝順父母的訴求卻只針對女兒，期盼她們不僅善盡媳婦的責任外，也要善盡女兒對父母的責任。但是，女兒卻從父母的關懷名單中缺席，這充分反映出兒子、女兒在孝道要求上的雙重標準與重男輕女的刻板印象。
英文摘要

Using thematic analysis approach, this study examined how television commercials portrayed older characters' images, focusing on older adults' occupation, presented scenes, storyline, communication scripts, and subtitles. Thematic analysis results revealed that older adults were well-over positively represented, in terms of their social status, health and stereotypes. The findings also confirmed that television commercial is gender stereotyped. Daughters were taught to be responsible for parents' healthy, but not for sons. The findings also showed that the traditional values of filial piety and elder respect interpenetrated into the whole storyline.
主题分类 社會科學 > 傳播學
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被引用次数
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  2. 陳榮德、方志華(2018)。臺灣、中國、香港及新加坡國（初）中國語文教科書老人形象之分析研究。教科書研究，11(1)，37-68。
  3. 簡均穎,劉百佳,張慈育,呂傑華(2021)。臺灣報紙媒體再現的老人意象。慈濟大學人文社會科學學刊，26，90-131。
  4. 楊運秀、汪志堅、沈毅(2014)。電視廣告中家庭成員角色形象之內容分析。行銷評論，11(2)，155-174。
  5. (2021)。年齡歧視與大學生代間學習的探討。社區發展季刊，176，339-350。
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