相異文化類型高齡角色廣告形象之研究 ──以臺灣《商業周刊》及美國Bloomberg Businessweek為例

Abstract

透過研究廣告，我們總可以擷取許多訊息。在急劇高齡化趨勢下，高齡族群顯然成為一新興議題，然而過去高齡者相關研究中，多僅著重高齡者的認知、醫療保健等，高齡者與廣告的相關研究也聚焦在刻板印象的呈現，鮮少以「文化類型」為切入點探討；因此，本研究欲以此為出發點，結合三個面向探究在個人主義（individualism）與集體主義（collectivism）兩種不同的文化類型之下，高齡形象在平面廣告媒體中所呈現的差異。本研究採用美國《彭博商業周刊》（Bloomberg Businessweek），以及臺灣《商業周刊》為取樣來源，分別做為兩種文化類型之代表；又修正日本高齡學學者田島知之（2008）之類目建構，運用內容分析法（content analysis）加以探討。研究結果發現文化類型對於高齡角色廣告形象之角色性別、角色重要程度、角色出現場景、角色形象、角色外觀、廣告產品類別以及模特兒的使用上均有所差異。We always retrieve much information through advertisements. Nowadays, in the tendency of aging, “aging” has obviously become an emerging issue. However, previous research has only focused on elderly’s cognition, health care, or stereotype among advertisements, and seldom employed a “cultural type” perspective to investigate elderly’s image. Therefore, in this study, the purpose is to adopt “cultural type” as a starting point for exploring the differences of elderly’s image in “individualism” and “collectivism”, and employed Businessweek of Taiwan and Bloomberg Businessweek of America as representatives of cultural types. Furthermore, the study also revised the categories which is addressed by Tajima (2008), and employed content analysis as research method. The results indicated that role’s gender, importance, occasion, impression, product types of advertisements in different cultural types significantly influence elderly’s image.