W6 01 「家」的夢想:解析房仲電視廣告中的家庭圖像與性別關係
W6 01 「家」的夢想:解析房仲電視廣告中的家庭圖像與性別關係
W6 01 「家」的夢想:解析房仲電視廣告中的家庭圖像與性別關係
75-112
2005 2009
99 10 06 100 01 15
*
e-mail: [email protected]
75
1001
2009105
2010
7.08
3
2005
E
2009
Pope,
1982Jhally, 1987Pollay & Gallagher, 1990
2005
76
Jhally1987
use valueexchange
valueBaudrillard
1981
sign value
2005 2009
77
1001
Bocock, 1993
Baudrillard1981
lifestyle
conspicuous consumption
Veblen, 1953 Berger, 1972 Douglas & Isherwood, 1979 Wernick, 1991
Goldman, 1992Bocock, 1993
Berger1972149
philosophic system
1999
78
2009
1984
1997
2005
E
2005
2005Cronin, 1982
Salant, 1991Anglin, 1997Miceli, Pancak, & Sirmans, 2000
2009
20052008
79
1001
20062007
200727
2009187
2000
housefamily
home
Hayward, 1975 Despres,
1991
Von-Broembsen1996
80
2009
Goldman1992
ideological totem
81
1001
2005
2008Wernick, 1989
Kilbourne, 1999
2000
semiotics
or semiologyFiske, 1982 F. de Saussure
signifiersignified
signification
paradigmssyntagmatic
82
denotation
connotationmyth
ideology
articulation
2004van Zoonen, 1994
83
1001
2005 2009
YouTube
84
Saussure
Culler, 1986
Potter, 1996
702002205
85
1001
86
87
1001
88
89
1001
90
house
homefamily
house
home/family
1.
2.
1.
2.
91
1001
1.
==
Berger1972
false consciousness
2008
92
39.2
6
20042010
2.
2001Weinstein, Sun,
Chang, & Freeman, 1990
93
1001
vs.
vs.
2005
50%
2009 205207
2002
2008 5% 5% 7
2006
1.
94
2003
2002
20042004Gilly, 1988
95
1001
2.
199220042008
2009
2009 49.6%
96
1% 24.6%
10.3%8
Jhally1987
van
Zoonen1994
97
1001
hyper-ritualizationGoffman, 1979
2005 2009
2010
98
-2.52%
3.53 -0.73
3.91 6.08
2010 3 23
http://www.stat.gov.tw/public/Attachment/912229541971.pdf
2
2009
7.08
9.06 5.1
5.3 6.8 5.1
2010 5 17
http://housing.cpami.gov.tw/house/Net/Static/demand-2.htm
4
35.94%20.82%
2010 6 28
http://www.enews.com.tw/news_view.aspx?id=INF_INFORMATION000000355
99
1001
0.90
6.63
2010 5 7
http://www.dgbas.gov.tw/ct.asp?xItem=15408&CtNode=4594&mp=1
2010 8 11
http://www.ippi.org.tw
2010 8 19
2010 8 20
http://news.chinatimes.com/focus/0,5243,50106296x112010081900110,00.html
2009
2010 8 20
http://www.stat.gov.tw/ct.asp?xItem=27725&ctNode=538
2005
2393-124
2008
2009
2000883120
2004
159-173
2005 19852004
200263588
100
2005
24(1)133-150
2009397105-106
2007
1719-38
1998
2004
3(2)133-159
2006
8987-104
20031751-84
2000
857-82
20022(1)8196
2008
9645-86
2009
129-156
20102004
2004
46(3)18-35
2009
185-209
2009
2005
2005 212-240
2001
101
1001
91-12
2010
1984-20031021-34
2001
231-47
2002Saussure
70197-227
20061980-2000
15(1)59-78
19926348-68
Albada, K. (2000). The public and private dialogue about the American family on
television. Journal of Communication, 50(4), 79-110.
Anglin, P. M. (1997). Determinants of buyer search in a housing market. Real Estate
Economics, 25(4), 567-589.
Barthes, R. (1977). Mythologies. (Annette Lavers, Trans.). New York: Hill and Wang
Press.
Baudrillard, J. (1970). The consumer society: Myth and structures. London: Sage.
Baudrillard, J. (1981). For a critique of the political economy of the sign. St. Louis: Telos
Press.
Berger, J. (1972). Ways of seeing. New York: Penguin.
Bocock, R. (1993). Consumption. London: Routledge.
Bowlby, S., Gregory, S., & McKie, L. (1997). Doing home: Patriarchy, caring and
space. Womens Studies International Forum, 20(3), 343-350.
Brines, J. (1994). Economic dependency, gender, and the division of labor at home.
American Journal of Sociology, 100, 652-688.
Connell, R. W. (1995). Masculinities. Cambridge: Polity Press.
Connell, R. W. (2002). Gender. Cambridge: Polity Press.
Courtney, A. E. & Whipple, T. W. (1983). Sex stereotyping in advertising. Lexington,
MA: Lexington Books.
Cronin, F. J. (1982). The efficiency of housing search. Southern Economic Journal,
48(4), 1016-1030.
Culler, J. (1986). Ferdinand de Saussure. New York: Cornell University Press.
Dail, P. & Way, W. (1985). What do parents observe about parenting from prime-time
102
103
1001
Pollay, R. W. & Gallagher, K. (1990). Advertising and cultural values: Reflection in the
distorted mirror. International Journal of Advertising, 9, 359-372.
Pope, D. (1982). The making of modern advertising. New York: Basic Books.
Potter, J. (1996). Representing reality: Discourse, rhetoric and social construction.
London: Sage.
Press, A. & Strathman, T. (1994). Work, family, and social class in television images of
women: Primetime television and the construction of postfeminism. Women and
Language, 16, 7-15.
Ruiz, S. & Sicilia, M. (2004). The impact of cognitive and / or affective processing styles
on consumer response to advertising appeals. Journal of Business Research, 57,
657-664.
Salant, S. W. (1991). For sale by owner: When to use a broker and how to price the
house. Journal of Real Estate Finance and Economics, 4, 157-173.
Saussure, F. (1964). Course in general linguistics. New York: McGraw-Hill.
Skill, T. & Robinson, J. D. (1994). Four decades of family on television: A demographic
profile, 1950-1989. Journal of Broadcasting & Electronic Media, 38, 449-464.
Somerville, P. (1992). Homelessness and the meaning of home: Rooflessness or
rootlessness. International Journal of Urban and Regional Research, 16(4), 529539.
Taylor, E. (1989). Prime time families. Berkeley: University of California Press.
Tomas, A. & Dittmar, H. (1995). The experience of homeless women: An exploration of
housing histories and the meaning of home. Housing Studies, 10(4), 493-515.
van Zoonen, L. (1994). Feminist media studies. London: Sage.
Veblen, T. (1953). The theory of the leisure class: An economic study of institutions. New
York: Mentor Books.
Von-Broembsen, S. A. F. J. (1996). The happy home myth: The female experience.
American Journal of Psychoanalysis, 56, 289-318.
Weinstein, M., Sun, T. H., Chang, M. C., & Freeman, R. (1990). Household composition,
extended kinship and reproduction in Taiwan: 1965-1985. Population Studies, 44,
217-239.
Wernick, A. (1991). Promotional culture: Advertising, ideology and symbolic expression.
London: Sage.
West, C. & Zimmerman, D. H. (1987). Doing gender. Gender and Society, 1(2), 125-151.
Williamson, J. (1978). Decoding advertisements. London: Marion Boyars.
104
Video
narrative
Audio
105
1001
Video
narrative
Audio
106
Video
narrative
Audio
107
Video
1001
narrative
Audio
Video
narrative
Audio
play
108
Video
narrative
Audio
109
Video
1001
narrative
Audio
89806 06077
08804 08801
16165 00073
Video
narrative
Audio
110
Video
narrative
Audio
111
1001
112