本論文以台灣戰後五十年來中國時報上與飲食活動相關的廣告，從廣告的觀點，去探索台灣社會變遷如何對民眾飲食習慣造成影響。
本研究採用歷史研究法，蒐集1950年至2000年在中國時報刊登所有飲食活動相關的廣告，整理歸納出台灣民眾飲食習慣的變化。並使用文獻分析法，分析影響台灣社會變遷之政治經濟文化等相關論述及官方統計資料、期刊論文。
研究結果發現，社會變遷使得台灣民眾飲食習慣從重視「吃的功能」走向「吃的價值」；經濟發展帶動飲食習慣由重「量」轉而重「質」的發展；戰後五十年受到外來文化的影響使得台灣飲食習慣走向西方化、速食化；女性角色轉變因而帶動更直效的飲食習慣；飲食產業也隨著飲食趨勢提供不同需求的商品及服務。 / In this paper is from an advertising point of view to explore how social changes in the fifty years after the war activities affected the diet habits of Taiwanese.
This study uses Historical Research to collect all published in the China times from 1950 to 2000 the diet activity-related advertising. And use the Content Analysis to analysis of Taiwan social changes of the political, economic, cultural and other relevant official statistical data, and the journal articles.
The research results showed the social change makes the diet habits of the Taiwanese from the emphasis on “food’s functional” to “food’s value”. Economic development led diet habits by attention “quantity “towards "quality". Outside culture influences to make Taiwan diet habits Western oriented and fast-food oriented. The changing role of women and thus bring more direct eating habits. The diet industries provide goods and services with different needs dietary trends.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0096452015 |
| Creators | 孫琳鳳, Sun, Lin Feng |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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