||Taiwan TV food advertising has a set of standardized script. Family hostess always cooks for family members in the kitchen. When she meet some family problems, applying the commodity can help her remove plight. Then, happy family via members taste her dish. Food advertising represents women in the family as an “Idealized Family Hostess” who must cook with “Love” for her family. |
This study aims to explore why TV food advertising appears family female intergenerational relations? Via three questions to find the answers: (1) How the image of family female and female intergenerational relations are represented on TV food advertising? (2) Are there any domestic culture myths or ideology hidden in the texts of TV food advertising? (3) What kind of roles are played by commodities on TV food advertising? 13 TV food advertisements during 2008 to 2013 are chosen as the samples for this study by purposive sampling. Using semiotics theory to analyze the advertising texts, through images, stories and voice, try to understand the meanings of the representations of advertisements.
The major finding revealed that mothers and daughters are represented as an “Idealized Family Hostess”. There are four characteristic of them: tender, good at housework and cooking, family all-powerful expert. Whether “Idealized Family Hostess” get along with mother-in-law or daughter, she always has lowest position in family female intergenerational relations. Although commodities help her remove plight, it won’t change the hardship situation of “Idealized Family Hostess” in the family.
The study also found that advertising persuade women believe “Food is Love”. Using food with female love to take care family members is the best way. And TV food advertisements take advantage of some symbols to represent that commodities are “Nature”, “Healthy” and “Green”. “Idealized Family Hostess” can via consume and use “Nature”, “Healthy” and “Green” commodities to have happy family. It’s a plot that food industry and advertising in order to sell their commodities to get benefits. The love of female has been commercialized like sales of goods in the market. Unfortunately, women can’t resist the advertising tricks. The patriarchy ideologies still have deep influences in this society. There is still a long way for gender equality in Taiwan.