本研究運用Roland Barthes符號學分析，研究日治時期發行量最大的《臺灣日日新報》廣告中的女性圖像，試圖瞭解日治時期報紙廣告的圖像運作邏輯，以及廣告中呈現的理想女性形象為何，在女性形象背後又隱藏著什麼樣的意識型態。
研究發現，日治時期，殖民臺灣的總督府雖然基於發展經濟的理由，透過放足運動與興辦現代化教育等手段，提供女性走出家庭，進入工作職場等機會，但由殖民者主導的現代化過程，並沒有讓臺灣女性地位有實質上的提升。女性雖然在現代化的過程中，形象越趨多元、活潑，但一但圖像出現與「他者」的互動關係，傳統社會與殖民統治產生的階級差異便呈現在圖像運作原則之中，「殖民者 ＞ 被殖民者」、「男性 ＞ 女性」的原則顯而易見。日治時期的「理想女性」形象也依循對「賢妻良母」要求而生，最終還是需要符合社會期望，回歸家庭才能成為「理想女性」。此外研究也發現，無論臺灣女性在殖民時期現代化程度為何，最終還是擺脫不了被殖民者被剝削的結果。 / Adopting pictorial semiotics, the present study analyzes female images of advertisements of Taiwan Jih Jih Shin Pao (1898-1944), the largest newspaper in colonial Taiwan. The research aims at discovering the textual and graphic strategies employed by advertisers to represent ”women” and therefore explaining the social, cultural and political struggles embedded in these print ads.
The research results indicates that although during the period of the Japanese occupation, the colonialist liberated the bound feet of Taiwanese women and provided opportunities for women to work and to receive western education. However, Taiwanese women’s social status did not improve accordingly. According to our analysis, even though various female images might be found in the samples, the presentation strategies of the women in print ad often follow two semiotic rules: the status of males is higher than of females. Women in Taiwan were mostly portrayed as dutiful wives or caring mothers at home so as to meet the social expectation of traditional and ideal women. In summary, the social role of Taiwanese women war restricted and exploited despite the modernization during the Japanese occupation period.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0096452006 |
| Creators | 陳燕蓉, Chen, Yen-Jung, |
| 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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