從台灣建案廣告的角色符號應用探究性別與家庭意識型態的轉移

Explore the Gender and Family Ideology from the Application of character symbols in Real Estate Advertising

邱順應(Shun-Ying Chiou)

角色符號 ； 性別意識 ； 家庭意識 ； 建案廣告 ； character symbol ； gender ideology ； family ideology ； real estate advertising

商業設計學報

27期（2024 / 03 / 01）

81 - 98

繁體中文;英文

MeToo風暴在台灣社會近期連綿不斷，看似女性意識高漲的台灣社會其實不如表面美好（蔡梅熙，2023，頁94）。本研究關注於房產廣告在近20年引用兩性角色符號時有何異同變化；此外，也透過角色類型與建案基本資料的對照檢視，探究性別與家庭意識是否有讓刻板界線模糊消退的現象。符號應用創意訣竅常在符號的挑選以及排組的新穎巧適與否。筆者試圖透過索緒爾符號學的系譜與毗鄰觀點來檢視這些蘊含著兩性意識的角色符號在台灣建案廣告之演繹境況。透過前後期共30個作品的角色符號應用分析，發現以前的（2005至2012）建案廣告，特別是小坪數低總價的建案，頻率最高的角色符號幾乎都擇定女性影視名人或者國外女性模特兒代言並多面對鏡頭擺出專業或性感姿態，只有透天及大坪數建案才有男主人單獨出現，此時期的兩性及家庭意識明顯以男性為主體；相對地，最近的（2015至2022）建案廣告多是小家庭年輕夫妻和一位小孩來演繹（女孩次數頻率高於男孩），訴求調性與態勢和之前廣告差別很大，多是親近、生活化的演繹。很重要的發現是，跟子女互動時，廣告裡的男性比女性呈現更多照護小孩的狀態，顛覆了女性家庭勞務照顧角色偏重的既定意識，這多少呼應了諸多文獻描述的女性在購屋決策角色之提升有關。

The study attempts to explore the gender and family ideology from the real estate advertisements with the viewpoints of Saussure's semiotics, and tries to figure out what are the similarities and differences in citing character symbols in the past 20 years; A comparative review was conducted to explore whether there was a positive shift in gender and family ideology, which resulted in the blurring of stereotyped boundaries. Through the analysis of the character symbol application of a total of 30 works in different periods, it is found that in the previous (2005 to 2012) construction advertisements, especially the construction projects with a small number of flats and a low total price, the most frequent advertising spokespersons are almost all selected film and television celebrities or Foreign female models often pose professional or sexy poses in front of the camera.. The gender and family consciousness in this period is obviously dominated by males; The current (2015-2022) case-construction advertisements are mostly performed by young couples from small families and a child (the frequency of girls is higher than that of boys). The appeal and tone are very different from the previous advertisements, and most of them are close and life-like. An important finding was that men take on more child care than women when they were at home, subverting the established sense of male authority.