消费符号下的双重隐喻——女性时尚杂志广告的意识形态分析

The Two-Leveled Metaphors under Consumption Symbol——An Analysis on the Ideology of Women's Fashion Magazines

在消费主义的热潮下,当今热销的女性时尚杂志在广告商品信息的同时,自身也作为一个巨大的消费文本传递出"建构的意义",即传统根深蒂固的父权制性别成见与正在进行中的时尚性消费主义,这二者作为时尚杂志这个巨大消费符号下的双重隐喻,通过深层意义的建构,被置于时尚杂志内部。

In the heat of consumerism, the well-sold women＇s fashion magazines give us the information of goods;mean-while, they themselves, as a big consumer text, are giving the significance of creating; i. e. the traditionally deeply-rooted sexual discrimination in a patriarchal society and the on-going fashionable consumerism. As two-leveled metaphors of fashion magazine, which is the large symbol of consumerism, they are put into the interior of fashion magazines through constructing deep meaning.