企業雜誌建構之理想家庭生活與主婦認同

On the Enterprise Magazine Construction: The Ideal Family Life and the Housewife Identity

本文旨在探討1980年代，台灣正式邁入資本型社會後，在地傳統本土企業，如何透過家庭月刊雜誌，深耕與重塑老牌產品於民眾心中的信賴與喜好，以因應精緻型消費時代之來臨。研究以創刊於民國72年的《味全家庭》月刊雜誌為例，以1983－1989創刊年與其年代之期數，作為研究文本。透過文本的社會背景回顧，1980年代台灣經濟興榮，百業生意興隆，當時的印刷業、出版業、商業攝影、平面與電視廣告興盛的景況，從研究文本的印刷精美得見，特別是以家庭主婦為訴求的《味全家庭》，企業以「健康自然、美味方便」兼具為訴求的調味食品，透過溫馨和樂的畫面，贏得婦女信任與愛好，成為主婦心中第一品牌；另一方面，亦從此企業雜誌中，了解台灣當時的小康家庭所關切的閱讀議題與追求的理想生活品質，經分析與目錄學調查，探討雜誌封面攝影所捕捉兒童的美好歡樂時光、目錄企劃選輯之專欄專文，欲形塑之家庭理想生活藍圖，以及商品廣告的主婦認同度，就雜誌封面、目錄、廣告三區段研析，提出台灣傳統食品加工產業，於1970年代工商業社會，逐漸轉向於服務業之消費社會結構下，老牌產業如何透過企業形象月刊之經營，成功走入中產階級家庭之由。

The paper aims to explore how the traditional local enterprises in Taiwan, in the 1980s, cultivate and reshape the trust and preference of the old products in the hearts of the public through family monthly magazines in order to cope with the coming of the delicate consumption era, especially after its entry of the capital society. The study takes the monthly magazine Weichun Family (founded in 1983) as an example of the research, and in particular, surveys the volumes from 1983 to 1989. Through the review of the social background of the text, Taiwan's economy boomed in the 1980s, and the all walks of life flourished. This can be obviously discerned from the delicate print items of industries such as print, publishing, commercial photography, graphic and television advertising. Through textual analysis and bibliography survey, the paper discusses the magazine cover of how children's happy moments are captured and the column articles of catalogue planning and selection. By so doing, these attempt to win the recognition and favorable impression among housewives through the formation of the ideal life blueprint of a well-off family and through the advertising of the products. Based on the analysis of the three sections—that is, the magazine cover, catalogue and advertisement—the study demonstrates how the old industries in the 1970s successfully entered the middle-class families through the management of the magazine's enterprise imaging when the Taiwanese traditional food processing industries gradually stepped into the commercial social structure of the service industry.