试论电视广告中男性视野下的女性角色

On the Female Role from the Male Visual Angle in the Television Advertising

女性形象在目前我国电视广告中占有很大比例,但这些女性形象往往角色单一,模式固定,主要定位于美女和家庭妇女两种角色,体现出了男性话语的霸权地位。造成这种现象的原因主要是电视广告仍然是以男性视角来塑造女性形象,同时也是传统文化和商业文化合谋的结果。因此,我们呼吁电视广告树立人本广告观念,塑造具有双性人格的女性形象。

The female images hold a very big proportion in the television advertising of our country. However, these female images often take a fixed pattern similar to each other. The main two female roles are beauty and housewives that embody the discourse hegemony of male. This phenomenon is the result of cooperation between traditional culture and commercial culture that create female images from male＇s visual angle. We hope that the television advertising would create some female images with character of both under the guidance of the concept of humanism advertising.