Saturday, July 22, 2006

貝沙灣的影像迷宮

有沒有想過看電視廣告能夠讓你知道人生的方向 ?

最 近播放率甚高的貝沙灣樓盤廣告,利用蒙太奇/剪接(montage)將一連串的影像貫穿起來:紅磚大宅、金髮美人、白色的豪華遊艇、迎風奔馳的跑車、海天 一色的自然美境、安躺海灘的閒情逸致、夕陽下的擁抱、親吻。一個接一個影像,營造出極為優越、高雅的生活格調。配合背景的音樂,令觀眾彷如置身夢境中,沉 醉於浪漫及幸福的影像世界。

最有趣的地 方是廣告開首以文字及女聲發出了一個相當嚴肅的問題:「What are you doing the rest of your life?」,指向人生意義及人生方向,甚具挑戰性。不過,廣告很快就透過影像將觀眾引領到它預設的答案中。整個廣告除了未端的旁白外,沒有一句對白或硬 銷的言語。影像即時把答案呈現在觀眾眼前,人生的意義就是能夠擁有電視熒光幕上的一切,或者觀眾根本不能確切地說出每個影像的意思。然而,轉眼即逝的影 像,也可以傳遞強烈的信息。影像絕對不是中立的,它擁有既定的文化意含,在拼湊的過程中產生意義。

廣告以法國南部為名,凸顯身處香港也可以擁有歐洲人的生活享受。以法國來製造高尚格調的意圖相當明顯。而「豪宅新典範」(Luxury Residency on Island South) 的綽頭顯示樓盤的銷售對象,不是普通市民,而是有身分、地位的有錢人。

這個廣告高明 之處是以愛情為餌,對男女觀眾動之以情。在整個廣告中,女主角的「戲分」較重,出鏡的次數也較多,並且她常常被置於前景(foreground)。女主角 給刻劃成一個享樂者,她披上婚紗時的甜蜜,駕駛跑車時的歡愉,都一一呈現在觀眾眼前,而女聲在畫面後則唱出「What are you doing the rest of your life? I have only one request, you spend it all with me.」女觀眾對女主角眉稍眼角流露的快樂之情容易產生認同感,對眼前這種幸福的愛情經驗、優雅的生活享受,自然甚為嚮往。而歌詞中的「你」可以指男主 角,又或是在電視旁邊的男觀眾。男觀眾當然十分渴望得到這個美若天仙的女子的青睞,不過廣告似乎不斷暗示,要擁有貝沙灣這樣氣派超凡的豪宅,才會有如此漂 亮的另一半。

男 主角經常處於背景中(background),猶如配角,但是他的沉默與不動情,使他反過來成為權威者、掌權中心。以女主角穿上婚紗一幕為例,鏡頭對著女 主角的側面,她站著,而男主角則坐在她背後較遠的位置。男主角的凝視,是刻意朝著女子來的。當女子將頭轉過去,正面地凝望觀眾時,觀眾與男主角的目光給等 同了,女子成為他們同時觀看的對象。至此,女主角雖然是享受者,最終還是淪為被觀賞的對象或商品。廣告的女主角給商品化了,成為符號,她只是男人身分的象 徵。

將 美滿的愛情依附在物質上,就是要令觀眾錯誤地將金錢、豪宅等物質生活與浪漫的愛情、美滿的婚姻、生活的品味聯繫起來。廣告透過影像,令觀眾感到物質享受是 幸福的先決條件。人生的目標,就是要得到眼前豪華的物質生活。短短幾分鐘,廣告已經向觀眾灌輸了一套人生觀。因此不得不感歎影像的霸氣十足,有如迷宮,觀 者不知不覺掉進那五光十色的世界裡,給蒙騙而不自知,被迷惑而不自覺。

Friday, July 21, 2006

Immigrant children exempt from English-learning nightmare?

Immigrant children exempt from English-learning nightmare?

By Zh-I Cheng, 20 June 2004.
Translation courtesy Independent Press Association NY

Immigrant children who have lived in the United States less than five years would be exempt from passing the state English Regents exam to graduate from high school, according to a bill recently proposed by New York State Assembly. The bill is a response to the fact that many immigrant students were unable to move on to a higher grade or sometimes even forced to drop out from high school because they failed to pass the exam.


Thrilled by the bill that would benefit recently arrived Chinese immigrant students, current immigrant students commented how often they lose the chances to enter universities or colleges because of the Regents exam, and how this undermines their confidence to furthering their education. If passed, they believe the bill would help a lot of students.


However, opponents argued that instead of lowering the standard of the exam, government and educational agencies should provide more programs that assist new immigrant students to improve their language proficiency.


State assemblyman Peter Rivera (D-Bronx), a strong supporter of the bill, pointed out that many bright immigrant students have excelled on subjects like mathematics and science, but not in English, usually because they have not lived in the States long enough to master English and pass the exam. This leads to some immigrant students dropping out of school, not being able to move on to next grade or go to college.


The bill would allow these students to take a writing exam in their native language and pass a test in English proficiency instead of the English Regents exam, which tests grammar, reading, and writing when students are in 11th grade.


Because students are worried about the Regents exam and afraid of not being able to advance to 12th grade, ¡§they can actually start to learn English after entering college. But the current system does not even give them a chance to go to college,¡§ said Jin Hui Wang, a 10th grader at Lafayette High School who has been in the States for four years.


Zhuo Quan Li, a college-bound student who passed his regents with a score of 83 percent and came to the United States more than three years ago, said, ¡§I didn¡¦t know any English when I arrived here.¡¨ Li spent six months studying English rigorously in order to catch up with the his classmates.


Although Li knows several of his friends dropped out of school after they failed the exam, he said it is actually not so difficult to pass the exam if you devote yourself single-mindedly to learning English. Li still thinks, however, that government agencies should provide more help to these students rather than just lowering the standard. ¡§After all, for students who cannot pass the exam, it¡¦s going to be very hard for them to attend college,¡¨ he said.


Even bright students are dropping out if they cannot pass the exam. Qiang Gao, a teacher at Lafayette High School, said, ¡§I had a student who got a 51 percent on his exam, four points short to be able to graduate. I haven¡¦t seen him since then.¡¨


Gao said he agrees with the bill because it¡¦s going to benefit immigrant students. Yet, he underlined that there should be complementary initiatives offered in colleges as well, such as English as a Second Language (ESL) courses, to help students learn English.