英文摘要 |
This study examined car television commercials broadcast in the last three years in Taiwan to explore how they are related to the cultural construct 'family'. Strategically, we drew upon semiotics in order to understand how family, as a symbol and powerful myth, functions within the politics of representation. Specifically, this study demonstrated how familial images were employed as a means of persuasion that ultimately portrayed the car promoted in commercials as a potential source of love and human happiness—as a place for being a family. A heterosexual, nuclear version of familialism has been defined as an ideal family type. The results led to the conclusion of that such a dominant familial ideology possibly has a profoundly pervasive influence on practices and identities. |