摘要
广告中男性形象的模式化倾向已引起广泛关注。传统广告中男性形象在一定程度上误导男性的社会角色定位;西方社会心理学的研究成果表明广告具有性别教育功能;时代和社会要求广告中的男性形象应突破某些传统成见,体现出男性社会角色的丰富内涵。
The patteming tendency of the male image in advertisements has attracted fully attention. The paper proceeds from the gender role education function of advertising and provide a comparative analysis of gender roles in Chinese advertising and contexts. It combines findings in westem social psychology with male images in Chinese advertisements and explores the impact of such advertising on men.
出处
《云梦学刊》
2005年第5期101-102,共2页
Journal of Yunmeng
关键词
广告
男性形象
变迁
advertisements
male image
changing
