| 试析商业广告中的女性形象及社会意义 |
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| 引用本文： | 李宗.试析商业广告中的女性形象及社会意义[J].华东交通大学学报,2007,24(6):90-93. |
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| 作者姓名： | 李宗 |
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| 作者单位： | 华东交通大学,外国语学院,江西,南昌,330013 |
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| 摘 要： | 女性形象在商品广告中占有很高比例,但是角色单一,模式固定,形象刻板,仍然在一定程度上存在着男性话语权主宰的话语环境特征.本文试图通过对广告中女性形象的解析,与传统意义上女性形象进行类比,从广告中的男本位视角探讨男权意识的强化和新特点,以及对两性关系的定位,女性自我意识,儿童性别意识的影响.
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| 关 键 词： | 审美标准 两性角色定位 儿童性别意识 男本位视角 |
| 文章编号： | 1005-0523（2007）06-0090-04 |
| 收稿时间： | 2007-11-16 |
| 修稿时间： | 2007年11月16 |
An Analysis of female image in Commercials and its Social Meaning |
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| LI Zong.An Analysis of female image in Commercials and its Social Meaning[J].Journal of East China Jiaotong University,2007,24(6):90-93. |
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| Authors: | LI Zong |
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| Institution: | School of Foreign Languages, East China Jiaotong University, Nanchang 330013, China |
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| Abstract: | Female images possess high proportion in modern advertisement,in which females are stereotyped and determined by male supremacy and sexism.This thesis explores strengthening of male chauvinism and its new traits by analyzing female images in commercials and comparing them with female stereotype in traditional cultures from view of male-standard.And it also covers positioning of intersexual relationship,female self-consciousness,influence on sex consciousness of children. |
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| Keywords: | aesthetical criteria positioning of inter sexual relationship sex consciousness of children view of male-standard |
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