广告中的女性与和谐社会的建构——新世纪以来中国电视广告中的两性形象比较研究

Females in Ads and Harmonious Society Construction——Comparative Study of Male and Female Advertising Images in the New Century

在2000～2004年获得中国广告节奖项的中国电视广告片中,男性角色总体体现了独立、主动、权威、控制、担任责任大的性别特征;女性角色总体体现了年轻、性感、被动、自我意识加强但自主性不够等性别特征。广告作品对现实中两性关系的引领和重构的影响力,是值得我们重视的。

From 2000 to 2004,in TV ads awarded by Chinese Advertising Festival, males generally express me spirit of independence,iniative,authority,control and great responsibility;while females youngness,sex appeal,passiveness, strong self-consciousness,they weak serf-decision.In view of this,attention is worth paying to the guiding and reconstructing influence of ads on relationship between male and female in reality.