The Representation of the Fit body: Food advertising in Modern Taiwan

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劉欣如(Hsin-ju Liu) 查詢紙本館藏

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英美語文學系

論文名稱

(The Representation of the Fit body: Food advertising in Modern Taiwan)

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摘要(中)

本論文旨在探討台灣食物廣告中對於身體的呈現以及論述。廣告中固定以及性別化的身體呈現透露出現今台灣人對於自身身體的認知與認同。其中理想化的男女性身體並不只作為一個追求更美好生活的象徵，也同時在廣告中被儀式化成了對窈窕身材的苛求與渴求。
第一章探討食物廣告中男性與女性的好身材以及這種身材可能帶來的社會益處。第二章探討不完美的身材如何被在廣告中被汙名化繼而成為一種要接受社會批判的身體。第三章討論垃圾食物廣告中的畸異身體以及這種身體與青少年文化的連結。第四章總結廣告中對於身體的論述以及評論，並期待能引起更多的討論。

摘要(英)

The thesis mainly investigates the representation of the fit body image in food advertising in Taiwan. I argue that the fixed and gendered representation of the ideal body image in food commercials reveals the way which modern people perceive their bodies. Chapter One explores the social advantages the fit body could attain and the gendered representation of the ideal body between men and women in food advertising. Chapter Two discusses the unfit body as a kind of stigmatized identity in food advertising. Chapter Three examines another type of bodily representation as “grotesque” in the commercials of junk foods in Taiwan. Chapter Four concludes the thesis and tries to bring forth further academic interests in the field.

關鍵字(中)

★ 身體
★ 性別
★ 廣告

關鍵字(英)

★ body
★ fit body
★ food advertising

論文目次

Table of Contents
Abstract.........................................................................................................................i
Chinese Abstract..........................................................................................................ii
Acknowledgements.....................................................................................................iii
Introduction…………………………………………...................................................1
Chapter 1:
The Gendered Representation of the Ideal Body in Food Advertising………....19
Chapter 2:
The Body with a Stigma: the Social Consequences of Having the Unfit Body...35
Chapter 3:
Selling Bad Food: The Grotesque Body in Food Advertising…………….……49
Chapter 4:
Conclusion……………………………………………………………………......61
Works Cited……………………………………………………………………….....66

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指導教授

林錥鋕(Spencer Lin)

審核日期

2011-1-7

推文