摘要
女性形象在我国目前的商品广告中占有很高比例，但是往往角色单一，模式固定，偏执地体现着男性话语的霸权地位。男性话语作为尺度和标准，在广告中为女性形象乃至通过广告媒体为女性文化、女性的社会地位设定“应然”的状态，表达对女性的社会角色期待和价值规范。本文试图透过日益强烈地影响文化时尚乃至整个大众文化价值理念的商品广告中的女性形象问题，来探讨女性的社会地位和价值归宿；扬弃女权主义平等与差异之争，从完整人格意义上寻求女性的解放（或说两性的解放）以及广告文化的发展趋势。
In commercial advertisements, feminine figures are on a large scale. These advertisements usually make use of nothing more than feminine appearance, but they neglect feminine internal characters. Advertisement has changed into a kind of medium for virile discourse. Virile discourse being a standard, the advertisements have strong prejudices against the role of female in the society. This paper tries to talk over the feminine figures in commercial advertisement and reflects on their status and value of female in society.
出处
《湖南第一师范学报》
2001年第1期11-16,共6页
Journal of First Teachers College of Hunan
关键词
商品
广告
女性形象
社会
文化
女权主义
人格
中国
commercial advertisement
feminine figure
feminism
absolute equality
perfect personality
