| Summary: | 碩士 === 中原大學 === 企業管理研究所 === 98 === Self beautification is woman’s instinct to chase a guarantee love and marriage in
the past society. The socioeconomic activities and development offers an opportunity
for women to change their concept. Participating in the labor market is a challenge for
training professional capability; it also provokes women’s awareness to accomplish an
ideal state of “true-self”. The idea of true-self arouses diverse female role depictions
which lifts a prevalent discussion in the contemporary society. The purpose of the
study is to identify the application of female role depictions in advertising vests with
love styles and fairy princess phenomenon. The samples are collected from financial
management and modern fashion magazines. The content analysis is adopted to figure
out the prototype of love and fairy tale woven into the female role depictions.
The 500 copies of print advertising are collected as sample and verified by
frequency and chi-square. The outcome indicates that different magazine possesses
different culture appeal, female role prototype, beauty style, make-up orientation, and
love styles. The financial management magazine presents female role depictions with
storge and agape love to express warming, healthy and long-term love styles. The
modern fashion magazine would tend to demonstrate a mania love and ludus love.
The endorser would show an emotional action and expression to present a strong
temptation and love to occupy opposite. In the current era, the significant change in
female role depiction can be proved by the commercial film from “Snow white” to
“Princess Fiona in Shrek”. The contemporary social demand and value can be
reflected upon fairy tale. The “Snow white” is no longer a unique portrayal. The
modern society would focus on female individualism and specialty that is completely
reverse from the past. The current advertising practitioner would create a female role
with the characteristic of true, self-confidence and autonomous to satisfy the public.
|
|---|
