瘦身廣告說服你了嗎？分析瘦身廣告相關論述與社會壓力對身體意識的影響
Are you persuaded by the weight-loss advertisement? – the multiple regression analysis of the various discourses and social pressure on body consciousness

張錦華

本研究目的是要瞭解九零年代興起的瘦（塑）身廣告風潮對個人身體意識所造成的影響，研究者根據相關的媒介效果理論探討媒介影響的內涵為何，研究的方法是採用調查研究方式，以多重逐步迴歸統計探討各種有關瘦身的相關論述，包括廣告訴求、批判瘦身的論述等的接觸印象和認同度，以及社會壓力的相關因素，何者較能解釋閱\聽人的身體意識。

結果發現：社會壓力是影響身體意識各成份最重要的因素，廣告的認同度則遠較廣告的印象和廣告接觸程度的影響力顯著，批判瘦身廣告論述與女性主義資訊接觸程度對身體意識的影響力並不十分顯著。

本研究大致上可以說明瘦身廣告內容的認同固然是影響身體意識的重要原因，但是大量廣告刊播所形成的社會壓力更強烈影響閱\聽人身體意識的評價。不過，其中的因果關聯並非本研究所能解釋，而有待於進一步深入的研究。

This research is proposed to study the impact of the weight-loss advertisements in Taiwan since 1990’s on the body consciousness of people. A survey of more than 600 samples is conducted to analyze how the independent variables of advertisement appeals, advertisement critiques, and social pressure correlate with the dependent variables of body consciousness with multiple regression analysis.

The findings are that the most influential factor is social pressure, the agreement of the advertisement appeals is also important. However, the awareness of and agreement with advertisement critique, as well as the exposure of feminism are not significant factors to account for the body consciousness. Therefore, this study confirms that the weight-loss advertisements has been influential primarily because of the fact that they have constituted the dominant social values.

瘦身廣告，媒介效果，閱\聽人研究，身體意識，社會壓力

Media effects，weight-loss advertisement，audience research，social pressure，body consciousness

2000.06.27

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瘦身廣告說服你了嗎？分析瘦身廣告相關論述與社會壓力對身體意識的影響.pdf