我国电视广告中女性形象模式化研究

Study on the Modelization of Feminine Image in Chinese Television Advertisements

我国电视广告中充斥着大量以女性形象为主人公的作品,这些广告作品不仅在女性形象塑造外在形式上,而且在形象塑造的价值取向等深层内涵上也都表现出惊人的一致性,形成女性形象固定的模式化。然而,电视传媒作为有巨大影响力的信息传播工具,在社会中所起的作用不仅仅是信息的简单传达,它在很大程度上也影响着人们社会观、价值观和生活观等观念的形成。我国电视广告中女性形象塑造的模式化,忽略了女性在现代社会中所体现的价值,这对社会性别观念的塑造和女性自我意识的发展都有着负面影响。

In Chinese television advertisements, there are Varieties of works taking women as leading characters, which display astonishing identity not only in the mold of female figures buried in these female images. Therefore, these advertisements have modeled the fixed feminine image. However, as the influential information-broadcasting tool, TV media plays its social roles not only in simply information transmitting but also affecting people idea to a great extent and so on society view, values and life view formations. The modeled female images in TV advertisement, give no attention to female＇s real value in the modem society, which will surely exert negative influence on the formation of social gender-consciousness and the development of women＇s self-consciousness.