审美名义下的亵渎——对广告中女性形象的思考

Profanity in the Name of Aesthetic Taste——Reflecting on Images of Women in Advertisement

从商业广告诞生之日起,女性就成为他们的"宠儿",在所有使用人物形象的广告作品中,女性人物广告占60.8%。数量上的优势并不表明女性是广告中的尊贵。恰恰相反,现代广告中的女性处境尴尬,社会角色失衡。造成这种现象的原因是传统意识的刻板成见和商业利益的驱动。

Women have become their ＂pet＂ since the commercial advertisements came into being. Among all the advertisements using figure image, 60. 8% reach woman image advertisements. The priority in quantity doesn＇t show that woman is the dignity of advertisement. On the contrary, women in modern advertising are in an embarrassing position, with their social roles not in balance, which may be caused by preconceived ideas and may be driven by commercial benefit.