電視廣告中家庭成員角色形象之內容分析

Portrayals of Family Members' Roles on Taiwanese TV Commercials: A Content Analysis

楊運秀(Yun-Hsiou Yang)；沈毅(I Shen)；汪志堅(Chih-Chien Wang)

電視廣告 ； 性別角色 ； 家庭角色 ； 家庭關係 ； 內容分析 ； TV commercials ； gender role ； family role ； family relationship ； content analysis

行銷評論

11卷2期（2014 / 06 / 01）

155 - 173

繁體中文

本研究使用內容分析法，挑選具有「家庭」元素的電視廣告加以分析，除了將廣告中的家庭類型、家庭成員、家庭成員角色的行為等可以分析的單元加以計算外，並透過對廣告的描述來說明「家庭」元素在廣告中所呈現的意涵。本研究結果顯示大部分廣告還是採用「和樂融融」、「歡樂家庭」的氛圍來說明家庭的價值，在本研究所收集獲得的60則電視廣告中，以核心家庭與大家庭的完整家庭佔大多數，但已有二成的廣告以單親家庭的方式呈現。另外，在電視廣告中，家庭成員的性別角色依舊設定在「男主外、女主內」的刻板印象上，老人與小孩出現在廣告中的場景，往往是需要被照顧或使用擁抱等親密行為來形塑天倫之樂。整體而言，從電視廣告中的家庭呈現，可以窺知現實社會的家庭型態變遷。

This current study conducted a content analysis of Taiwanese TV commercials with family elements. By collecting all Taiwanese TV commercials in a period of two weeks, we got five hundred TV commercials. Among them, sixty TV commercials were with family elements. The current study counted the family types and images of family appearing in the TV commercials. The content analysis results revealed that most TV commercials presented a happy atmosphere to emphasize the family value. In most of the commercials being analyzed, nucleus families (a pair of parents and their children) and extended families (grandparents, parents, and kids) were presented. However, 23% Taiwanese TV commercials presented single parent family, which revealed that some proportion of household in Taiwan were single parent family. In addition, we found that the gender roles were still limited to the traditional gender stereotype of ＂the husband should take charge of earning money, while his wife should take care of housekeeping matters＂. We find this deep-rooted gender stereotype still appeared in Taiwanese TV commercials. Besides, the elderly and children were often portrayed as needing extra care or involved in intimate behaviors such as hugs to depict the happiness in family life. In general, these portrayals of family members' roles in Taiwanese TV commercials can be regarded as a window for the Taiwanese family life.

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