台灣生活風格價值的變遷:汽車廣告再現

• Main Authors: Hou Chia I, 侯佳宜
• Other Authors: 鄭自隆
• Language: zh-TW
• Published: 2002
• Online Access: http://ndltd.ncl.edu.tw/handle/62qpud

碩士 === 國立臺灣大學 === 新聞研究所 === 90 === Based on the discourse of Lifestyle in consumer culture , the research analyzes changes of values about lifestyle in Taiwan from 1982 to 2001. The research sample is car advertisements on TV , employing content analysis to explore values manifesting on these ads. To sum up, the research results in the following generalization: 1.In the 80s’ ads, Taiwan was pictured as a function-oriented society, and from the early 90s’ on, image and situation became two main considerations. Finally, not until the late 90s do we begin to observe situation combined with socail relation gaining high value profiles in car advertisements. 2.The 80s’ads showed that people bought expensive goods ( in our case a car that is) in order to make themselves conspicuous in front of others, while in the 90s'' ,car consumers are described as identifying a desired image of life besides buying a car itself. 3.In the 80s’ ads, characters look primarily self-centered, whereas in the 90s’ , they are usually contented within a group of familiars. 4.The role of family grows more and more important in car advertisements through these years. 5.Both in public and private sphere, masculinity is a primal constant trait expressing in Taiwan’s car ads from the 80s to the 90s. All in all, the research concludes that along with continual economic growth, Taiwan has stepped towards a sensational society in a cultural sense. Specifically, people prefer collectivism than individualism, and intimate relationships are still in focus on the map of Taiwan’s consumer culture. Last but not the least, the research restates an observed fact that although women rights have risen in the last two decades, the general social ideology perhaps remains men-centered if cars are seen as an analogy of public space.