摘要
近年来,在“颜值经济”的驱使下,医疗美容市场进入爆发性成长期,与之相伴随的医疗美容乱象成为社会关注的焦点。“容貌焦虑”“医美贷”等社会问题频频发生,医疗美容广告在其中无疑起到了推波助澜的作用。概言之,医疗美容广告存在着构建畸形审美、营造美貌幻象、巧设美丽陷阱以及传递错误价值等诸多失范问题,其实质是营造美丽面纱下的消费盛宴和按照商业逻辑构建的美貌幻象。加强对医美广告的有效治理,是促进医美产业健康发展的必要前提。
In recent years,driven by“beauty economy”,the medical cosmetology market has witnessed an explosive growth,and its accompanying disorder has become the focus of social attention.Social problems such as“appearance anxiety”,“the loan of medical cosmetology”,etc.occur frequently,partially but undoubtedly attributed to advertising for medical cosmetology.Generally,the essence of many problems in advertisements for medical cosmetology,including the construction of abnormal aesthetics,the creation of illusion in facial attractiveness,the tricky setting of beauty trap and the transmission of wrong value,is to create a feast of consumption under the veil of beauty and an illusion of facial attractiveness with commercial logic.Therefore,strengthening the effective regulation of advertising for medical cosmetology is the necessary premise to promote the healthy development of medical cosmetology industry.
作者
刘传红
吴思琪
LIU Chuan-hong;WU Si-qi
出处
《中南民族大学学报（人文社会科学版）》
CSSCI
北大核心
2022年第5期141-147,187,共8页
Journal of South-Central Minzu University (Humanities and Social Sciences)
基金
国家社会科学基金项目“广告导向的理论阐释与典型案例库建设”(19BXW085)。
关键词
医美广告
容貌焦虑
医美贷
广告治理
advertisement for medical cosmetology
appearance anxiety
the loan of medical cosmetology
advertising regulation
