[廣告] 台新銀行玫瑰卡2015廣告
從伊莎貝爾喜餅廣告開始,有更多商人嗅到同志族群可能帶來的商機,於是我們漸漸在廣
告裡開始看到同志情侶的身影。
台新銀行玫瑰卡當年以一句「認真的女人最美麗」打響名號,這次他們把女同志也放進廣
告中。
和戲劇、電影有充分時間可以說故事不同,廣告通常只有短短幾秒的播出時間,因此最傳
統也極為有效的方式之一,是藉由操作刻板印象來推銷廠商要販售的商品。
例如三菱汽車的廣告一貫塑造「幸福=異性戀小家庭」這樣的意象;一些女性藝人在婚後
的代言範圍可以延伸至家庭清潔用品,因為女性仍是主要的家務勞動者(爸爸看報媽媽打
掃),已婚代表取得「主婦」的角色,由具有這個身份的女藝人來告訴觀眾什麼清潔用品
最有效,可能是很有效的行銷手法。
當廣告這樣的傳播形式,也開始跳脫刻板印象的概念傳遞時,或許我們可以開始期待,同
志在各種形式的媒體會愈來愈普遍、愈來愈自然存在。
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