23/07/2026
【學生短文分享】
《讓我們飛往歐洲吧》:戰後美國航空公司的女性市場策略與宣傳影片
ꔚ撰文|陳亮伶 ꔚ編審|王潔瑩助理教授
二戰結束後,隨著汽車擁有率的飆升、道路建設改善以及帶薪休假的普及,美國的旅遊業迅速擴張。為把握旅遊熱潮,航空公司積極拓展市場,嘗試透過各種媒介向民眾推廣航空旅行。其中,電影便是航空公司向消費者進行宣傳的重要途徑。戰後期間,泛美航空(Pan American World Airways, Pam Am)與環球航空(Trans World Airlines, TWA)皆製作了大量的旅遊宣傳片,旨在透過對當地自然景觀、歷史遺跡及人文風情的描繪,吸引遊客購票乘機。值得注意的是,除了介紹旅遊景點的遊記式電影之外,航空公司同時也推出了提供旅行實用技巧的影片,如:環球航空製作於1956年的《讓我們飛往歐洲吧》(Let’s fly to Europe, 1956)。
為進一步分析這部影片,筆者將借助電影史學家托馬斯.埃爾塞瑟(Thomas Elsaesser)的歷史實踐方法,探問影片的製作契機(Anlass)、用途與對象(Adressat),以探討本片在戰後航空公司宣傳活動中所扮演的角色。
#影片請見:https://texasarchive.org/2019_03657
#全文請見:https://drive.google.com/file/d/1wH4UVtFuOHNlYyR5mmdrd_Vy47XU_dfc/view?usp=sharing
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