论广告文化对女性身体的规训

Discussion on the Advertisement Culture to the Feminine Bodily Discipline

广告不同于产品说明书,它的想象和修辞,赋予产品以文化品位和精神个性。因此,它呈现图像的方式、内在于其想象的意识形态基础,也就成为值得研究的问题。作为商业与文化最灵敏的特殊结合体,广告正是通过一种极具煽惑性的表象,构建了身体与其他价值之间的关系,从而在规训女性身体的社会建构中发挥了极其重要的作用,而引起我们关注和警觉的不仅是广告实施的规训方式,更是这种规训背后隐藏的意识形态控制以及由此带来的种种危害。

Differing from production instructions, advertisement by virtue of its imagination and rhetoric endows productions with cultural taste and spiritual character. Hence, the way which presented images and the ideological foundation which imbedded within its imagination has become deserve investigation. As the ingenious complex of business and culture, adver- tisement constructs the relations between human bodies and other values by some kind of instigating appearances plays an important role in the social construction of female discipline. What has aroused our attention and alertness is not only the discipline method of advertisement, but also the ideological control hidden behind the discipline and hence the harm caused by it.