Media is an important social institution to shape gender image especially TV advertising. People expose to a lot a great deal of TV advertising in their daily life. In recent years, the image of ¡§family man¡¨ has appeared on food advertising especially instant processed food advertising that attracts lots of attraction. Thus, this study aim to explore why the image of¡¨family man¡¨ such as ¡§father¡¨ appears on instant processed food advertising? How the image of father is represented on instant processed food advertising? And are there any domestic culture values or ideology hidden in the texts of instant processed food advertising?
Semiotic theory is adopt as analyzing methodology in exploring mainstream discourse about father in Taiwan, through images, story and voice-over in advertising.By means of analyzing 12 advertising broadcast during 2005 to 2008, this research tries to understand the image of father represented on the instant processed food advertising.
The major finding revealed that fathers are middle age, breadwinner and the sex role- model of son in advertising. The temperaments of fathers in advertising are multiple. Fathers in advertising could be an authoritative father or a new nurturant father. This study also found the relationship between father and other family members is patriarchy. The interaction between father and son is different from father and daughter. And the interesting thing is the study found that product in advertising only solves father¡¦s problems.
The study also found fatherhood only be practiced in the text which mother is absent. By means of observing cooking, this study found there are differences between fatherhood and motherhood.In conclusion, even if the concept of ¡§a new nurturant father¡¨ is popular, we still can see a patriarchy society in these texts of instant processed food advertising.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0624109-010240 |
| Date | 24 June 2009 |
| Creators | Chang, Pei-ying |
| Contributors | Ching-ning Wang, Feng-yuan Kuo, Chih-hsien Chen |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0624109-010240 |
| Rights | withheld, Copyright information available at source archive |
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