日治中期臺灣印刷媒體中的現代女性圖像

Images of Modern Women in Taiwanese Print Media from the Intermediate Japanese Colonial Period

本研究以平面設計史的角度，研究當時台灣社會新女性，透過廣告形塑的視覺形象。台灣日治中期（1919-1937）為大正天皇至昭和初期，是島內首度發生反殖民聲浪時期，同時也是設計史中曾經盛極一時的西方裝飾藝術（Art Deco）時期。因此本文藉著女性圖像文本的研究，除了探討日治中期台灣女性的社會地位外，亦分析西方裝飾藝術在台灣印刷媒體中的現代女性圖像視覺形象。本文從「教育」、「工作」、「婦女運動」等三方面探討台灣女性從舊社會下的傳統女性轉型為現代社會新女性的因素，隨著台灣女子接受教育人口的上升與職業婦女的形成，日治中期台灣女性的社會地位逐漸有了改變，反映在廣告上的現代女性圖像也有了新的設計詮釋，此時西方現代女性圖像過渡到殖民社會的台灣，使得日治中期台灣印刷媒體中的現代女性圖像也呈現出新的視覺文化。結論提出日治中期平面媒體中女性圖像表現的特徵有三：1、同化政策教育實施的結果，女子體育課程鍛鍊出健康美的台灣新女性，女子展現如體操式優美韻律般的肢體更延伸做為廣告圖像設計表現之視覺語彙。2、日治台灣大正與昭和時期印刷媒體中的百貨時尚相關的女性圖像，呈現出當時西方流行之裝飾藝術的表現風格。3、台灣女性圖像受到世界婦權潮流影響，於日治大正民主時期大量出現在平面刊物中，展現出當時新女性的現代形象。

This study examines the modern woman in Taiwanese society during the Intermediate Japanese colonial period through the visual forms in advertisements during this period from the view of graphic design history. The intermediate Japanese colonial period （1919-1937） started in the Taisho period and extended to the beginning of the Showa period. This was the first period in which dissent to Japanese colonial rule started to appear. Contemporaneously, it was a flourishing period in the history of design with the advent of the Art Deco. As such, this study examines textual sources on illustrations of women from this period to look at the societal place of women in Taiwan during that period, in addition to analyzing the visual form in illustrations of women influenced by western Art Deco in Taiwanese print media. The three aspects of“woman's education,＂“careers,＂ and the“women's movement＂ are discussed in examining certain elements of transformation from the older traditional societal roles for women to their roles in modern society. As a result of more women receiving formal education during the Japanese colonial period, and the appearance of career women, the societal role of woman saw a gradual change during the intermediate Japanese colonial period. During the time, design also presented a new interpretation of women's roles from the images of the modern women in advertisements. The introduction of modern western women illustrations to Taiwan brought about a new visual culture displayed in pictures of modern Taiwanese women in the intermediate period's print media. The conclusion of this paper outlines three particular characteristics concerning illustrations of women in the intermediate Japanese colonial period: 1. Assimilation policy education, and in particular, the training provided by physical education, brought about the notion of the new healthy and beautiful Taiwanese woman. Elegant gymnast-like female limbs moving rhythmically gave expression to a new visual lexicon as seen in advertising image design. 2. The expression of popular western Art Deco style could be seen in consumer print media images for department store fashion in the Taisho and Showa periods of colonial Taiwan. 3. The image of Taiwanese women was influenced by the women's rights movement in the rest of the world, as seen in graphic publications during the Taisho democratization period.