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■中文版序1
有這麼嚴重嗎?廣告致命的說服力

孫秀蕙



十多年前,我還在美國威斯康辛大學新聞與大眾傳播研究所唸念書。有一天,我在傳播學院的圖書室翻閱電影雜誌,看到一則令我印象深刻的廣告:約莫A4大小的廣告被分為二,上層圖片是一名古早時代的傳統女性,穿著維多利亞式的高領長服,在陰暗的廚房飯桌前端坐著。她手持長煙菸斗,面帶倦容,表情有點退縮,似在猶豫應不應該點菸。下層圖片是一名美麗爽朗、精神奕奕的現代女性,她手持香菸,開懷而笑,文案是:「寶貝,妳可走了好長一段路啊!」(Baby, you have come a long way. *編按:意指時代進步良多,頌揚「女性自主權已然提高」的同時,也偷渡了「自主的女性就該抽菸」的概念。)。
這是有名的維珍妮(Virginia Slim)涼菸廣告。從七○年代開始,維珍妮主要的廣告策略,就是挪用大量的女權意識,鎖定渴求解放與自由的年輕女性消費群,進行產品促銷。
當時的我與其他研究所同學一樣,都處於極大的壓力狀態,只要走進研究生群集的傳播研究中心,就會發現人手一菸,男女皆然。有一天,我發現自己竟也悶悶不樂地坐在傳播學院旁邊的停車場(現已被改建成十分氣派的商學院大樓)路樁上抽菸,我選擇的品牌,就是維珍妮。
事實上,我從來沒有真正對吸菸產生興趣,甚至非常憎惡他人製造二手菸。我這種情境式的消費行為,正是強勢廣告加上個人情緒壓力發酵的結果。這,也是美國知名的媒體教育專家基爾孟教授在《經研究證明,廣告會控制妳的欲望別想收買我的愛:廣告的致命說服力》一書中,試圖要警告讀者的核心概念:雖然大部分的人都宣稱廣告對他們產生不了作用,但是在美國,精明的廣告主每年共耗費千億美元以上的廣告費並沒有白花。廣告提出的訴求,宣稱的效能,早已超過了實際價值,誠如英國的另類藝術評論家伯格在《藝術觀賞之道》所言:「廣告的真實性並不取決於它的許諾是否實現,而是取決於廣告推銷者——買主幻想之間的關係。」
基爾孟進一步指出,廣告所建構出來的幻影與承諾,輕易地取代了人際之間的情感關係,用產品消費來解決現實生活中的挫折與問題,早已變成廣告創意策略的基磐。當年輕消費者採信這種訴求後,令人憂心的現象就發生了:如果消費者每每遇到挫折,就慣性地使用某些產品(通常是香菸與酒),終究會導致嚴重的耽溺行為。她以自身的經驗說明,年輕時如何以菸酒治療自己的憂鬱症,因而陷入無底的酗酒夢魘中。
或許有人會說基爾孟的著述並無新意,因為她提出的媒體將讀者「賣」給廣告商的想法,加力(Sut Jhally)教授在《廣告的符碼》一書早就闡述了讀者有如勞工,免費替商業媒體「勞動」的「閱聽人商品」概念。而她在批評廣告中的女性形象再現時,更援用了美國知名的社會學家高夫曼(Erving Goffman)在《性別廣告》中提出的廣告模特兒圖像分析等相關論述。諸此種種,皆非新鮮想法,但難能可貴的是,身為資深的媒體教育者,基爾孟蒐集了大量的廣告圖片、分析其文案與訴求,並佐以促銷資料、廣告費用與相關行銷數據,加以詳細說明廣告的影響。為了進一步了解耽溺行為的嚴重性,她也呈現了美國公共衛生調查的資料,除了提出趨勢惡化的警語外,更積極地擬出政策性的建議。
或許有人會不以為然的地指出:「有這麼嚴重嗎?」難道我們要把大部分的社會問題歸咎於廣告?面對這樣的質疑,基爾孟指出,社會問題原本就錯綜複雜,就最低限度而言,廣告營造出來的某些價值觀,將原本可透過公共政策解決的問題個人化。而她的目標,就是要去揭露這種問題個人化的危險,並挑戰廣告宣稱的,產品消費無所不在的效能。
現在的我仍然非常憎惡香菸,也自認為對於廣告有相當強的免疫力。但回想起唸念研究所時,竟會因為一則廣告而去買我並不喜歡的香菸,備覺不可思議。若讀者與我一樣,都曾有類似的困惑,不妨耐心讀下去,看看基爾孟怎麼說吧!

孫秀蕙——政大新聞系畢業,美國威斯康辛大學新聞與大眾傳播博士,現任政治大學廣告系教授兼系主任。主要研究範圍在公共關係、政治傳播和廣告文化。著有《公共關係:理論、策略與研究實例》、《走出媒體神話》、《廣告文化》(與馮建三教授合著)及《原住民社區節目發展之研究》(與江冠明先生合著)等。

■中文版序2
簾幕後面有什麼?淺談廣告、符號、潛意識
黃宗慧

廣告是什麼?只是提供了我們在看電視之際,還能去開個冰箱、上個廁所的空檔嗎?也許有很多人認為廣告對生活並沒有太大的影響,充其量只是如浮光掠影般滑過我們眼前,但《別想收買我的愛:廣告的致命說服力》的作者基爾孟卻不這麼認為。她深知我們生活在廣告以及廣告所創造、保存的文化之中,且如果愈是不知不覺於廣告對我們的宰制,愈是有可能被廣告牽著鼻子走。這樣的說法在強調自由、自主、自覺的今天,大概很難被一般人接受?我們怎麼可能是盲目的消費者,僅只是受到廣告的影響就會像是被催眠似地去購買某些產品?但是想想上一次買金飾的情況吧?妳是走進了招牌名稱看來SPP的某銀樓,還是選擇了讓妳有真女人感覺的某品牌金飾?而上一次想買個罐裝咖啡來喝的時候,你是隨興地在便利商店的冰櫃裡選擇了之前對它並沒有特殊印象的品牌,還是買下了與浪漫的法國氣息有某種聯結的商品呢?
現在你發現了吧?所謂的「純商品消費」其實從來不曾存在。我們在消費商品的時候,也總在消費著某些符號:同樣是要買手機,有人會選擇有雙色螢幕的日式手機,彷彿擁有那隻手機就可以和廣告中的女主角一樣左右逢源;有人則選擇會散放藍色冷光、所謂貴族品味(當然也是貴族價格)的手機,以便同時消費「品味高尚」或「成就斐然」的標籤。這些符號是哪裡來的?當然不是商品與生俱來的,而是廣告賦予它們的。正是因為基爾孟發現了這一點,所以即使她明知嚴厲的廣告批判將使她被稱為「生活型態的警察」、「新禁止主義份子」,她還是苦口婆心地在《別想收買我的愛:廣告的致命說服力》這本書中,點名批判美國各類型的廣告——香菸、啤酒、汽車、美食、服裝……等是如何透過巧妙的宣傳引誘消費者上門,甚而上癮;即使其中某些特別美式風格的廣告,因為與「在地」、「本土」的廣告畢竟有相當的出入,因此本地讀者多少會有些隔閡感,但是就廣告如何挑動消費者的潛意識這個層面來說,基爾孟的分析對於想將廣告「去神祕化」的讀者而言,還是非常有幫助的。
就以廣告愈變愈聰明了這一點來說吧!基爾孟發現,現在的廣告多藉由暗示消費者他們可以重新創造自己、做自己的主人來諂媚消費者,因此收到了更好的效果——啤酒代表叛逆、香菸代表解放,一直以來想追求自主的青少年或致力解放的女性怎能不受到這些符號的誘惑呢?但是基爾孟也指出,這些符號所操弄出來的「自主」與「叛逆」,往往不是自欺欺人就是極為膚淺:例如「造反」牛仔褲廣告中的年輕女孩說,「不只是要改變……要造反」,但她被動、纖細、眼睛微閉的模樣看不出對父權價值觀有什麼造反作用,而廣告中盛氣凌人的女性也可以宣稱:「如果我想讓男人看我的內衣,我就帶他回家」,但她其實只是簡單地反轉了男人將女人視為性玩物的惡劣模式。基爾孟列舉了許多廣告實例來說明廣告如何以訴諸女性自主的策略推銷產品,雖然我們未必看過這些廣告,但是絕不難由此聯想類比本地的廣告:某女性內衣廣告不也以「可憐的舊情人,看不到我的新內衣」為廣告文案,一面讓女主角袒露她切合父權審美眼光的標準身材,一面讓她以拒當資源回收桶為由,驕傲地拒絕舊情人的求愛嗎?至於用美麗的新內衣包裹美麗身體來當成報復籌碼是否真象徵女性自主?這當然就不是廣告所關心的了!其他諸如列舉廣告中的性別迷思、廣告如何造成人的物化與物的神化等現象時,雖然基爾孟所引用的也都是美國的廣告,僅有少數在此間曾經播放過,但透過她清楚的說明,依然可以開展出一番啟發效應。
法國精神分析學者拉崗(Jacques Lacan)在分析欲望的問題時說,一件事物真正吸引我們的地方,往往不是它本身,而是那「在它之中又多於它」(in it and more than it)的東西;就像一幅以簾幕為主題的畫作如果真能畫得栩栩如生、對觀者產生吸引力,我們的反應必然不僅止於讚嘆:「畫得真像!」而是會去問:「簾幕後面有什麼?」廣告不但深深明白這個道理,且不時挑動著消費者揭開簾幕的欲望。當某款車子的廣告文案用特別女性化的形容詞來描述車子,並邀請男人「走進去吧……把你圍繞在她豐富的內部配備裡………現在,發動引擎吧!」時,是否已猜到某些男人在潛意識中相信擁有車子與擁有女人是一體的?相信如果掀開簾幕,征服、成功就在後面了?而「向自己點菸的女人致敬」或「妳已經走了很長的一段路」等香菸廣告文案,難道不是算準了有些女性消費者將就此沾沾自喜於做個抽菸女人,因為她們以為簾幕的背後有著拒作做第二性時所需具備的獨立與自由?閱讀本書,我們不必被基爾孟所有的觀點說服——畢竟有時我們可能會覺得,既然在資本主義的消費社會中生活已成事實,在無法重返伊甸園的情況下,偶爾隨廣告輕鬆一下又何妨——但是我們絕對應該開始思考,哪些時候、哪些廣告讓我們也問了這麼一句:「簾幕後面有什麼?」

目錄

旅日INFO
交通
換個方式玩東京
表參道國際美食通
東京地圖
東京地下鐵圖

‧東京晴空塔
‧淺草寺
‧東京國立博物館
‧東京駅
‧銀座
‧東京鐵塔
‧六本木
‧明治神宮
‧新宿
‧池袋
‧澀谷
‧井之頭公園
‧彩虹大橋
‧東京巨蛋
‧清澄白河

近郊小旅行
‧鎌倉
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‧輕井沢

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周销量 600+

$1.66 $1.99 83折
Yami
欣葉
2种选择
欣叶 御大福 芋头麻薯 180g

周销量 600+

$1.66 $1.99 83折
Yami
欣葉
2种选择
欣叶 御大福 芋头麻薯 180g

周销量 600+

$1.66 $1.99 83折
Yami
欣葉
2种选择
欣叶 御大福 芋头麻薯 180g

周销量 600+

$1.66 $1.99 83折

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