摘要
广告中的语言、男女形象的塑造以及广告中反映的男女身份和权力都深深体现了一种以男性为中心的主流意识性别关系。文章从女性主义角度揭示了这种性别关系的不平等,指出生物学结构的等级观念支配着广告中关于性别的话语,广告中的语言、形象和身份、权力关系都是自然化性别差异观点的直接产物,看似远离意识形态的广告,实际上却代表了男性霸权文化。文章同时也指出,广告中男女形象塑造的变化和男女身份、权力关系的变化引起了男女性别关系意识的变化和改进,从而可以促进女性意识的提高以及整个社会意识形态的变化。
The language, the images and the identity and power relationship in advertisements all reflect the unequal gender relationship in the male-centered mainstream ideology. This paper points out that this advertisement discourse is dominated by the biologist determinism about gender difference which represents the hegemonic male culture. The paper also presents the changes in language and identity and power relationship in advertisements and states that these changes can improve both women's self awareness and the whole society's ideology.
出处
《成都教育学院学报》
2005年第6期13-15,共3页
Journal of Chendu College of Education
关键词
广告
性别关系
语言
形象
身份
权力
advertisement
gender relationship
language
image
identity and power
