平面廣告中高齡角色形象與視覺意涵之內容分析

Content Analysis on the Relationship of the Elderly Images and Visual Implication in Print Advertisement

10.30105/JDS.201012.0004

余淑吟(Shu-Yin Yu)；林品章(Pin-Chang Lin)

高齡者 ； 廣告角色 ； 平面廣告 ； 圖像 ； Elderly ； Advertising role ； Print advertisement ； Image

設計學研究

13卷2期（2010 / 12 / 01）

67 - 85

繁體中文

廣告是社會溝通的工具之一，是流行文化與社會意識表現的平台，可供了解社會既定的文化迷思及其背後形塑的意識型態，廣告也是研究族群形象塑造的絕佳媒體。本研究以報紙廣告為對象，透過廣告中高齡角色圖像被使用的次數、情境與行為之視覺內容分析，藉此解讀台灣平面廣告中所投射出高齡者的形象與意涵。研究分為高齡角色的影像運用、高齡角色的表現意涵以及高齡角色的性別與形象三部份來探討，其中內容包括了高齡角色出現的比例、高齡角色的性別、角色場景的安排等等，並與高齡角色拍攝的距離、角度以及外觀的意涵進行交叉分析。 研究結果顯示：1.高齡者出現於報紙廣告中比例僅1.1%，多是廣告中配角或背景角色，顯示出功能性的陪襯意義。2.高齡角色的形象受限於家庭的關聯性，高齡者的影響力也限於中壯年與家庭成員。3.高齡角色並無明顯的負面形象，「存在證明」與「家庭成員」是主要的形象。而「健康活力」與「穩定莊重」則是多數高齡者的外觀。4.男性高齡角色在重要性、獨立性與親近性是高於女性，而在權力關係上，則男、女性高齡者是相當的。

Advertisement is one of the tools for social communication, and is a platform for manifestation of popular culture and social consciousness, providing an understanding of the existing cultural myth of a society and the ideology behind it. Advertisement is also an excellent media for image building of various ethnic groups. This study treated newspaper advertisement as the target, and conducted visual content analyses on the usage frequency, scenario, and behaviors of the images of middle and elderly age roles, in order to understand the images and connotations of the elderly reflected in the print advertisement in Taiwan. The study was divided into three parts, namely utilization of images of elderly roles, presentation connotation of elderly roles, and gender and image of elderly roles. The contents included the ratio of appearance of elderly roles, gender of elderly roles, arrangement of role settings, etc. Cross examination was also conducted with the distance, angle, and presentation of shooting of elderly roles. The results indicated that 1) the ratio of appearance of elderly in newspaper advertisement is only 1.1%, which are mostly supporting roles or background roles, thus indicating the supplementary connotation of elderly roles; 2) the images of elderly roles are limited to relevance with families, and their influences are limited to middle-age adults and family members; 3) there is no significant negative image to the elderly roles. The ”evidence of existence” and ”family members” are the main images of elderly roles, while ”health and vitality” and ”stability and seriousness” are the common appearances of elderly roles; 4) the importance, independence, and affinity of male elderly roles are higher than those of female roles, while in terms of power relationship, that of both male and female elderly roles are equal.

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