本文觀察並研究電視觀眾如何與其他收視成員互動，從而影響他們對於美容瘦 身廣告的詮釋行為。研究發現，受訪者在解讀廣告時，會選擇是否「認同」廣告人物扮演角 色，來判準是否接受該廣告的意識型態。影響認同的因素包括性別差異，實際生活體檢與對 兩性關係的態度等。本研究也發現，雖然明顯採取抗拒式解讀者大都份為受過良好教育之女 性，但是某些教育程度高的男性對於瘦身廣告中的曖昧矛盾訊息同樣敏感。在兩性社會化的 過程中，男性透過不同的管道，在女體符號性消費的經驗上，通常都比女性窺視男體的經驗 豐富，這似乎也可以解釋部份男性在瘦身廣告解讀上的敏感性。

　　　　　The present study observes the interaction of television audiences and its influence on their interpretation of weight-loss commercials. The findings suggest that those who identify with the female character in the weight-loss commercial, and that factors contributing to the degree of acceptance include gender, life experiences and attitudes toward gender relations. In addition, we found that well-educated males were no less sensitive than females when watching weight-loss commercials. This may indicate that some male audiences are quite aware of symbols related to female bodies even though they adopt a strategy of resistant reading when watching the commercial.