性别身份在汉语广告中的构建——批评话语分析

Sex Identity Construction in Chinese Advertisements——from the approach of CDA

文章以汉语广告中针对不同性别消费者的语篇作为语料,用批评性话语分析的方法对广告语言进行分析,并揭示性别身份在广告语篇中的构建过程。分析发现语篇里隐含有对不同性别身份所持有的不同观念和态度,针对男性消费者的广告语篇更主动,而针对女性消费者的语篇则被动,现时是一个男女性别仍不平等的社会。

This article takes the Chinese advertisements, which target specially male or female consumers respectively, as the data, analyzes the language of those advertisements from the perspective of CDA and reveals the sex identity construction in the texts of advertisements. It＇s found out that the texts implicitly hold different attitudes towards different sexes, and that the advertisements targeting at male consumers are more active and the advertisements for female are more passive and to a degree the male and the female are not so equal in this modern society.