This paper tries to analyze if the motorcycle television commercial films to female consumers give the power to women’s mobility, and analyze the changes of strong quality of motorcycle. The author found that there are three key points in this kind of television commercial films: (1) the combination of the cuteness, beauty, and childlikeness of female images. (2) the emphasis that getting married is important to females. (3) do not describe the useful qualities about a motorcycle. In this kind of commercial films, it is clearly that the power of patriarchal hegemony still dominates in our society, and they bring limited effect about raising women ’s mobility.
中文關鍵詞
女性機車廣告,科技物,父權意識型態,性別氣質,行動自主權,公共領域
英文關鍵詞
vehicle, technology, patriarchal hegemony, gender distinction, mobility, the public sphere