| 摘要: | 目前各瘦身產品廣告已朝節目化製播，將瘦身廣告從最初的電視購物頻道蔓延至其他戲劇台甚至電影台，更在午後大量購買時段，使有線電視頻道成了瘦身產品及節目最方便、最有效的行銷場域，並透過拉長節目化廣告的播出時間以30分鐘至1小時的廣告時間為主，通常不斷重複播放1-2小時，並且透過故事化將使用者的使用經歷完整播出，包含選擇瘦身的原因、服用該品牌瘦身產品的過程以及成功瘦身後所帶來的效益等。 可以發現的是，過去瘦身廣告只是偶一為之地提醒著我們，現今塑身美容節目已成為出現頻率最高的節目之一，疲勞轟炸似地對我們耳提面命：女性的理想體型是瘦、更瘦、再瘦，更要求臉、手、胸、腰、臀、腿，每一部位都要符合標準，除了瘦身還要塑身。而肥胖被認為是懶惰、缺乏意志力、沒有自我控制能力、不被社會接受的體型。 本研究以曾經收視節目化瘦身廣告之女性閱聽人為研究對象，從女性主義觀點出發，進一步運用Foucault提出之「規訓」與「馴服身體」與主體性的展現做為女性自我意識覺醒的基礎，並選擇上班族女性進行深度訪談，來探討女性使用電視瘦身廣告產品進行瘦身運動的屈從與主動，結合以「資本主義、物化、商品化、媒體說服」等批判的角度來解構當代追求瘦身的消費文化。 結果發現，主體性的展現說明閱聽人仍有判斷能力，認為瘦身無關乎任何人、事、物，是自己本身的意念驅使，但也有部分受訪者充滿矛盾，因為閱聽人對廣告商品的主控力漸失外，也屈從於社會規範與父權卻不自知，尤其職業的刻板印象更是間接造成上班族女性進行瘦身的主因。
At present, the advertisement of various slimming products intend as programmercial: publishing from television shopping channel to drama-channel, and extending into the movie-channel, furthermore, buying up mass amount of broadcast time in the afternoon. Cable channels became the most convenient and available marketing for the slimming products. Through lengthen its broadcast hours, from 30 minutes to one hour, and repeatedly publish for 1 to2 hours; complete with story-telling the user’s experience, including the reason of losing weight, the process during using the slim product, and the beneficial result after losing weight, etc. In the past, the slimming commercial reminds us once in the blue moon; at present, body shaping and beauty show becomes one of the most frequent programs. Reminding us again and again the ideal woman build is to be skinny, skinnier, and even skinnier. These infomercials portrait the face, hands, chest, waist, buttock, and legs to be in a particular standard that is not only sliming, but body-shaping is needed as well. Being fat is portrait as lazy, an-willpower, no self-control, and socially un-acceptable. This research used past readers of infomercials of slimming product as subjects, from the views of female. Furthermore, using Foucault’s discipline and untameness to illustrate female’s self-consciousness fundamentals. The research chooses in-depth interview with office ladies to explore whether female’s usage of these infomercial products as voluntarily or under pressure, and combining「capitalism, materialism, commercialism, persuasion effects of media」critiques to deconstruct the desire for weight loss in the culture. The study show, the studied participants still have their own judgment: slimming has nothing to do with other people, things, and matters; it caused from their consciousness. However, some studied participants feel conflicted: readers lose their own judgment of commercial commodities; moreover, they don’t know they bent to society rule and judgment from males. Stereotype of occupation is the main indirect reason office lady wants to lose weight. |
