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從性的觀點探討中國「月份牌廣告畫」美女圖像

From the Perspective of sex to Analysis of the Image of Beauty in the Chinese "Poster-Calendars"

沈淑綺

SHEN, Shu-chi

長榮大學大傳系講師

Lecturer, Department of Mass Communication, Chang Jung Christian University

《美女圖》。杭穉英為猴牌滅蚊線香廣告繪。宋家麟編（1994）。《老月份牌》。上海：上海畫報出版社。頁63。

摘要

本文從性的觀點，分析 1896 年之後的「月份牌廣告畫」美女圖像。本文從「性」的觀點，研究「月份牌廣告畫」美女圖像的服裝、女體，並由她們隱藏的性徵如：乳房、女陰、臀部，去分析她們所代表的情慾。本文將「月份牌廣告畫」分為「良女」和「妖婦」，「良女」代表了「賢妻」和「孝媳」；而「妖婦」則具有誘惑男人的特色，以「抽煙」和「跳舞」兩種身體語言為例說明。本文研究「月份牌廣告畫」如何鞏固男性霸權的體制，又尋求鬆動父權價值的可能。

關鍵詞

月份牌廣告畫、女體、良女、妖婦

Abstract

This essay analyses the "post-calendars" image of beauty after 1896 from the perspective of sex. I try to explore the sex of their costume and female bodies, and study sexual desire under their hidden sexuality such as: breast, pudendum and buttocks. I separate the "post-calendar" ladies into two kinds: "virtuous female" and "female fatale". "Virtuous female" represents not only "obedient wife" but also "tamed daughter-in-law", and "female fatale" represents by smoking and dancing to seduce male. On the one hand, I study how "post-calendars" beauty image consolidates the male hegemony, on the other hand, how do they look forward to the possibility to loose the patriarchy system.

Keywords

"Poster-calendars", Female body, Virtuous female, Female fatale

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