广告传播中女性形象的贬损分析

Analyses on Women’s Images in Advertisements

20世纪60年代以来,伴随着妇女解放运动的兴起和妇女在社会政治和经济中的地位的不断提升,西方广告传播中的女性形象发生了一些改变,但蕴涵于其中的对女性社会文化角色的认知传统并未得到相应的转变,以女性身体作为商业广告主要的叙事方式的传播模式也未改变。市场经济条件下的中国的广告传播,受到西方广告传播模式中对女性的刻板印象的影响,形成了不利于正确建构妇女形象的现实。改变这种状况的出路在于建立以人为本的新广告观念。

Since the sixties of last century, women’s social status in the politics and economy has been promoting continuously with the rise of women’s emancipation movement. Women’s image has changed in the western advertisement communication. But the traditional understanding of social roles of women hasn’t got the corresponding transition, so has the communication pattern of commercial advertisement that regards bodies of women as the main way. Under the market economy condition, the advertisement communication of China is influenced by the mechanical impression of the western advertisement communication on women, and has formed the opinion that is unfavorable to establish the woman image correctly. Setting up the new advertising opinion that people first is the key solution to change this kind of condition.