解析女性服裝意象語彙之變遷－以1996~2004年Vogue Taiwan雜誌為例

Abstract

Fashion magazines can be considered as a cultural figure in this century which emphasizes female image the most and play an important role as a gatekeeper for broadcasting the aesthetic image of clothing. The objectives of the current study are to explore the aesthetic images transition of female dress appeared in fashion magazines and to understand the cultural sense of vocabulary the magazines used behind the changes of the image by adopting the contextual perspective. The literatures related to the development of female fashion magazines and semiotics of clothing were collected and reviewed. Content analyses were applied to investigate the selected texts of apparel units in Vogue Taiwan from 1996 to 2004. This study assesses 14 adjective words regarding aesthetic image, including ethnic, gorgeous, neutral, wild, romantic, sporty, casual, elegant, sweet, sexy, pure, retro, and simple. Interpretations of the overall trends and the meanings behind these adjective words regarding the changes of the image of female dress were also included. Implications for fashion designers to reconsider the identity of aesthetics of female dress were discussed. The results may be helpful for fashion designers' practices and for reconsidering the orientation of the aesthetic images of female dress.