頁數:199﹣242
教義與教條:審視雜誌中化妝品廣告的美女創意
Doctrine and Dogma: A Gaze at the Cosmetic Advertisements’ Creativities of the Beauty in Magazines
2016/
126
作者(中) 朱宜量
作者(英) Yi-Liang Zhu
關鍵詞(中) 女性雜誌、化妝品廣告、美女符號、教條、意識型 態、廣告創意
關鍵詞(英) Advertising creativities, cosmetic advertisements, dogma, ideology, symbols of the beauty, women’s magazines
中文摘要 本文結合索緒爾與巴特的符號學理論,審視近一年《瑞麗
服飾美容》雜誌中283 則化妝品廣告的美女創意。作者以「活
動說」與「表現說」界定廣告創意,通過對部分「美女創意
類」樣本的文本符號分析、及其與「非美女創意類」樣本的比
較,證實了「教義變質為教條」的問題;亦從「外形與氣
質」、「動作與姿態」、「背景與色調」、「版式與佈局」這
四個構面解析了創意人員身受的意識型態「前期控制力」與
「後期宰制力」,以喚起其對教條流弊的重視;最後展望了美
女創意今後的可行趨向。
英文摘要 According to the Semiology theories by Saussure and Barthes, this study
gives a gaze at 283 cosmetic advertisements’ creativities of the beauty in
Rayli Fashion & Beauty the recent year. The author defines the concept of
“advertising creativity” based on “a saying of an activity” and “a saying of a
performance”, then verifies the problem called “doctrines deteriorate into
dogmas” by the semiological text analysis of certain “beauty type” samples
and the comparative analysis between “beauty type” and “non-beauty type”
samples. The author also analyses the ideological powers of “control in the
earlier stage” and “domination in the later stage” that work on the advertising
creatives through four dimensions such as “appearances and temperaments”,
“movements and gestures”, “backgrounds and colors” and “formats and
layouts”, aiming to call up their attention of the dogmatic disadvantages.
Finally the author looks ahead to the trends of feasibilities for such
advertisements’ creativities of the beauty.
 
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