本研究旨在探討台灣近年來的休閒熱潮裡，新興的Spa行業如何透過廣告行銷與圖文影像呈現，塑造二十一世紀的新式個人休閒經驗與身體政治。相較於舊式的減肥中心與護膚美容工業，本研究發現Spa行業在台灣的出現與行銷，訴諸的是另一種新式休閒養身文化：重新關照個人主體中心、重塑個人生活風格。本篇報告企圖以台灣Spa行業爲討論之對象，首先探討Spa行業的廣告行銷與圖文包裝如何呈現不同於以往的美容行業之面向，說明此休閒工業如何訴諸以回歸自然、回歸主體、追求個人愉悅爲取向，因而積極推動了「身體打造」與「身體愉悅」的合理氛圍。另一方面，本文觀察顯示Spa文化的多元形象除了提供個人面對反塑身／反美容論述的另類抗衡形式之外，此種以個人愉悅、感官歡愉爲取向的活動在推動與發展的進程中，透過消費主體「做自己」、「做身體」、「做性感」的實踐過程，也間接及直接地培力現代社會的個人反思，並促進個人逾越現有侷限，且影響個人的休閒美學與生活實踐。

The purpose of this paper is to explore how the spa tread, as a hip in holiday-speak of Taiwan's sunrise leisure industry, fosters new-style leisure experiences and body politics by its commercial marketing and the image building through pervasive mass media. This paper shows that the appearance and marketing of Spa trend in Taiwan, in contrast to the old fashioned slimming centers, calls for a new-fashioned culture of leisure and health: re-emphasis on self-subjectivity, and re-mold of individual's lifestyle. Under the context of Taiwan's spa industry, this paper, in the first hand, invests how the spa industry actively and positively appeals for issues of return-to-the-nature, return-to-the-subjectivity and also for the aspiring after the personal pleasure-oriented activity and therefore forges a legitimate milieu for both "bodyworks" and "body pleasure". Secondly, this paper further explores the polymorphous image of Spa culture not only becomes a useful shield for individuals to contend with the anti-cosmetics conservatives; yet, at the same time, the pleasure-oriented Spa, both directly and indirectly, utilizes consumers' practical processes of "making-self", "making-body", and "making-sexuality" in order to empower individuals' self-reflexivity, encourage individuals' transgressing of existing confinement and further affect individuals' leisure aesthetic and living praxis.