《臺灣婦人界》是日治時期唯一在臺灣發行的女性雜誌，其創刊宗旨為「協助提升發展臺灣婦人文化」。雜誌中所呈現的女性形象反映了當時臺灣部分女性，特別是中上階級女性的樣貌。本研究以《臺灣婦人界》的廣告為文本，運用法國符號學者羅蘭‧巴特提出的圖像符號學分析觀點，探討雜誌圖像中呈現的女性形象，及其背後所代表的文化意涵。 本研究發現，《臺灣婦人界》中呈現的女性形象與日治時期臺灣女子教育中的「高女文化」相符，這種「高女文化」所體現的「和洋折衷」符號現象，具體而微地代表日治時期臺灣邁向現代化的過程。臺灣的現代化過程，係受到殖民母國影響，掺雜了日本經驗與經過日本篩選的西方經驗。此外，根據文本分析的結果，《臺灣婦人界》有一種女性形象為「賢妻良母」，代表的是日治時期臺灣女性婚後的典範，女性必須透過婚姻與婚後的家庭場域，才能實踐她所扮演的理想角色。《臺灣婦人界》發行後期受到中日戰爭影響，呈現的女性形象與戰前截然不同，此時期圖像反映出戰爭期間，日本殖民政府利用媒體意圖塑造的各種表象，如幸福的皇民化家庭、女性進行的奉仕活動等。 / Taiwan Women's Sphere is the only women's magazine published in Taiwan during the period of Japanese occupation. Its object was to assist in developing women’s culture in Taiwan. Taiwan Women's Sphere can be viewed as an important medium representing images of upper-class females during Japanese Occupation of Taiwan. Using the analytic principles of pictorial semiotics proposed by French semiotician Roland Barth, the present research analyzes advertising and pictorial texts containing female images and provides an in-depth discussion of the cultural and societal factors influencing such representation. Our research results indicate that the female images represented in Taiwan Women's Sphere fit into "the culture of girl’s high schools" during Japanese occupation. "The culture of girl’s high schools" connotes both the influences of Japan and the West, which play significant roles in the modernization process of Taiwan. A modernized Taiwan was not only influenced by Japanese colonizer but also by the western cultural elements selected by Japan. . In addition, another significant female role portrayed by Taiwan Women's Sphere was "a dutiful wife and also a loving mother." Such an image implies that females were “ideal women” only when they were married and practice their dual roles as wife and mother in the familial space... After 1937 when Sino-Japanese War broke out, contents of Taiwan Women's Sphere were censored closely by the colonial governments. A certain number of the pictures printed on this magazine are related to the Kouminka Movement such as the portrayal of the kouminka family and war-supporting women engaging in various activities.

中國宣傳畫作為中國政治社會變遷的記錄儀，擁有著深遠的史料價值和時代特徵。本研究運用Roland Barthes的圖像符號學理論作為分析工具，探討1949至2008年期間中國宣傳畫中圖文符號的意義指涉和運作規則。本研究將中國宣傳畫分為「中共建國時期」、「大躍進時期」、「文化大革命時期」與「改革開放時期」四個歷史階段；在每一個時期的宣傳畫中，則重點分析偉人領袖、工農兵、女性以及兒童這四類人物符號；歸納出這些人物符號在時代中的變遷以及他們所體現的意識形態與社會政治文化脈絡。 本研究發現，中國宣傳畫呈現出了領袖崇拜、敵我矛盾與階級身份的圖像符號運作原則；文字與圖像意義的連結較為緊密，圖文能產生強烈的對應關係。中國宣傳畫的意符與意指穩固了民眾的服從，它們來自傳統的文化，蘊含無數的集體記憶，也反映出群眾值得追求和嚮往的「目標」；這些「目標」均為國家的重要施政方針，例如：熱烈從事生產建設與追隨領導人等。雖然中國宣傳畫運用寫實主義的手法來勾勒出人民生活的圖景，但並非完全真實的反映，這種「真實」是經過政治考量之後被選擇與建構的「真實」。中國共產黨官方意識型態與社會主義價值觀支配著中國宣傳畫所傳遞的訊息，宣傳畫「再現」意識形態的同時，也展現出「去菁英化」的無產階級文化。然而改革開放之後，由於社會轉型和市場化進程，宣傳畫也反映出中國的中產階級與小資產階級文化的逐步發展。 / As the recorder of the changes of Chinese political society, Chinese propaganda posters showed remarkable historical values and characteristics of the times. Using Roland Barthes’ pictorial semiotics, we studied in this review the implications and rules of the images and texts signs of Chinese propaganda posters between 1949 and 2008. The review was divided into four parts: Building the People's Republic, The great leap forward and back, Cultural revolution and China opens up. In each part, four types of character signs were analyzed: great leaders, workers/farmers/soldiers, women and children. The changes of the character signs in different times and the development of ideology and social political cultures indicated by the changes were generalized. The research results indicate that Chinese propaganda posters illustrate the semiotic rules of worship to leaders, the contradiction and the classes. The close connection between images and texts generate strong correspondence. The signifier and signified in Chinese propaganda posters, which strengthened the obedience of people, came from Chinese traditional culture and involved numerous collective memories. They also reflected the targets people pursued, which were the government’s major policies, such as great emphasis on manufacturing and construction industry, or adherence to the leaders. Although the vision of people’s life was depicted in the posters in a realistic way, it was not purely real, but a politically tailored ‘reality’. The official ideology of Chinese Communist Party and socialism values dominated the information conveyed by the posters. The posters showed proletarian culture, which involved populism, as well as representing the official ideology. However, after the beginning of reform and opening, the propaganda posters started to show the development of the culture of the middle class and petty-bourgeois in China brought by the transition and the marketization of the society.

現代消費社會籠罩在濃厚的符號性消費氛圍之下，「家具」也從純功能性的物件轉變為符號價值高的象徵性消費商品。本研究以Roland Barthes的圖像符號理論為基礎，試圖分析台灣的家具平面廣告，探究這些廣告的符號運作原則，以及隱含於家具消費背後的社會文化價值。從居家設計雜誌《ARCH雅砌》與《室內interior》中選取二十三則家具廣告，並依據廣告的主題與文本特性分為五個類別，進行深入分析。本研究發現，家具平面廣告的圖像訊息常依循「堆疊引申」與「二元對立」兩種意義建構過程，自然化物件的並置，堆砌出各種符號指涉系統；此外，在家具廣告中，文字訊息能同時對圖像訊息產生預設意義與情境意義的功能，但多對圖像進行「預設意義」的作用。本研究進一步發現，多數的家具廣告未建構出一個「家庭」的氛圍，而僅是搭築一個富含指涉意義的家具展示空間，利用這個空間極力強調西方文化的優越性，而西化的氛圍指涉了高級的生活型態。最後，研究結果顯示，在家具消費的領域中，社會階層、品味與文化資本皆影響了消費者行為，驗證了Baudrillard與Bourdieu等學者的符號消費理論。 / Modern society operates behind a shroud of symbolic consumption. Home furniture consumption, as an example, has been altered from purely functional to highly symbolic. Based on Roland Barthes’ pictorial semiotic theory, this paper attempts to analyze the print advertisements of furniture in Taiwan in order to clarify the signifying process of these furniture print ads and the socio-cultural values embedded in the Taiwan’s furniture consumption. Twenty-three print ads selected from popular design magazines, Arch and interior, are categorized into five groups according to their thematic and textual characteristics. The research finds that the iconic messages of these print ads are mostly in the pattern of “refrain” and “binary-opposition” utilizing “naturalization of objects” to construct symbolic meanings. Furthermore, the meaning of iconic message is frequently restrained by the linguistic message in terms of “anchorage,” although both “anchorage” and “relay” may both function in the print ad simultaneously. Most of the furniture advertisements didn’t construct a “home” atmosphere, but only a space to display furniture products and build rich referential meaning. The superiority of western culture is strongly emphasized; westernized ambience signifies the high-class life style. Finally, the research results indicate that in the case of furniture purchase, consumer behavior involves social class, taste, and cultural capital, which confirm Baudrillard’s and Bourdieu’s theories of symbolic consumption.