新娘彩妝視覺意象分析之研究：以2008-2012年新新娘雜誌為例

Analysis on the Visual Image of the Bride's Makeup: Young Bride's Case (2008-2012)

新娘雜誌對於新娘妝扮的流行傳播扮演關鍵的角色，同時也提供多樣化的參考範本。新娘雜誌文本中所揭露的彩妝視覺意象以及不同的女性消費族群對新娘彩妝偏好的異同，是本研究探討的議題。本研究取樣自2008-2012年Young Bride（新新娘雜誌），並蒐集新娘彩妝視覺意象語彙，藉由內容分析法統整各式彩妝圖像，同時利用問卷調查法分析女性消費族群對於新娘彩妝視覺意象之偏好。本研究建立符合色調情感效果之新娘彩妝共通形式特徵，並歸納出新娘雜誌建構的視覺意象語彙類型，包含自然淡雅、甜美俏麗、浪漫嬌媚、高貴典雅、華麗璀璨、前衛搖滾、性感艷麗、創意妝飾、復古懷舊、時尚風華共10種意象語彙，其中多數消費者偏好「甜美俏麗」、「自然淡雅」以及「高貴典雅」等三種風格意象。

Bride magazines play a key role in the prevalence and a variety of references for bride make-up. The paper probes the makeup visual image the bride magazine seeks to reveal, and differences of makeup preferences among female consumers. The sample of the paper comes is from Young Bride （a bride magazine in Taiwan） from 2008 to 2012. It also serves as the source for the visual image vocabulary for the bride make-up. The paper used the questionnaire to examine the visual preferences amid the different groups of female consumers through content analysis of the makeup images. The results of the analysis reveal ten major types of visual images constructed by the bride magazine. Among them, the 'graceful' type of images attracts most consumers' attention, followed by the 'natural' type.