本研究主要是探討台中七期重劃區「新市政中心專區」內的住宅推案如何透過廣告文本與其空間形塑的實質歷程，來展現都市區位意象與住宅商品意涵。 本研究首先以空間生產的理論來觀察「新市政中心專區」的發展歷程、在地空間網絡與其區域空間定位。再以消費相關理論之論述，來審視廣告文本如何將住宅空間的「生產」與「消費」緊密的鑲嵌在一起，並探討廣告文本所反射出來的空間文化脈絡、現代的生活意象與空間象徵的意涵。最後借用符號之相關理論加以解讀與剖析住宅推案與廣告文本背後所隱含的設計機制，並探討業者如何轉化「廣告文本」並將其實踐為「空間文本」。 研究結果發現，台中新市政中心住宅空間的消費模式，由原有的「功能性消費」轉化為「理念性消費」。此種「理念性消費」，是透過現代消費文明的「擬像」作用(simulacra)來模擬一種社會身份之意象的消費，並藉由「空間」的形式來反映社會階級及身份與地位。台中新市政中心的區位意象透過廣告文本而被表述成榮耀與高社經階級與中部新貴族的居住區域之象徵。 The purpose of this research is to investigate how the commercial promotion of the housing projects in the New Municipal Center Area of Taichung actively shapes the spatial context of the area, especially in the domestic living quarters, and also reflects the self-image of a certain newly formulated social class. By observing the on-going housing projects in this area, this research aims to analyze how the DM text guides and also regulates the production and consumption of space. Whenever appropriate, some current theories of space, theory of leisure and theory of consumption have been applied to the analysis. This study has provided a good collection of the housing project DMs, and a detailed analysis on the targeted image of a way of life as communicated through these DM texts. The result of this research finds that the consumption of space in this case (the housing projects in the New Municipal Center Area, Taichung) has transformed itself from “functional consumption” to “image consumption.” That is, a house actually simulates a certain social image through its space. The “spatial discourse” of social standing has become the guiding force in the production of space. This analysis has thus discovered a close connection between the commercial promotion of housing projects, the formulation of social stratification, and the production and consumption of space. A probing on the interaction between these social mechanisms has indeed helped our better understading of space and its actual production.
