每個時期對「美」的定義都不同，而美的概念與形式持續改變著，它並非處於停滯的狀態，更不曾消失。在資訊爆炸、穿著解放，整形現象越發普遍的現代社會中，「美」變得可以仿效、修改或重新塑造。本研究目的不在探討何為當代美的標準，則在於了解，其一，於消費文化建構的景觀社會下，身體如何逐漸被看待成一種物件、產品，一種用以表達與展現的媒介，以及它是如何被「社會」所「建造」。其二，為何女性身體較男性更容易成為「性物化」的對象，同時，性別與身體的關係，男女對立的背景也將在文中做進一步分析。此外，如標題，我們將解釋「外貌／美貌的暴政／束縛」以及「理想身體形象的異化／變形」的定義為何。其三，在介紹幾樣具代表性的時下變美方式，如，衣裝、化妝、保養用品、整形手術…等，我們將分析社會如何藉由廣告對大眾，特別是女人傳播「美」的標準化意象，以及宣揚維持美貌的重要性。這是一份關於文化批評的研究，領域涉及人文、社會與人類學。除著重於理論分析外，也將以廣告為例了解在不同文化背景的台灣及法國，女性身體被看待、對待、束縛、異化的相同與相異性。;Every era, every culture has its conception of beauty. The standard of beauty has evolved over time but will never disappear. It is an eternal topic which is at once simple and complicated. The aim of this study is not to define the norms of beauty of our time, but to observe them, and to analyze the phenomena of the “tyranny of appearance”, the ideal image of beauty and the “alienation of the perfect female body” in our contemporary societies. This study specifically discusses issues related to the body as a social construct. First, what is the context in which these phenomena develop? What are the characteristics of the context? Secondly, with regard to sexual objectification, why do women and their body always occupy a special place and are more likely than men to be judged by a perceived sexual attractiveness? What is the definition of the tyranny of appearance and the alienation of the ideal female body? Finally, by introducing some popular ways practiced by women to be beautiful, such as clothing, beauty products and cosmetic surgery, we will analyse how these phenomena are reflected in French and Taiwanese advertising images and how the image of women is represented.
