论我国电视广告中和谐性别观念的构建

On Construction of the Harmony Gender Concept in Native TV Advertisements

社会和谐首先应该体现在人与人之间的关系和谐。在一个人的社会里,人与人之间的和谐首先应该是男女地位的平等。然而,我国长期以来,盛行男权主义,女人大都成为了男人的附属品。现代社会,这种观念虽然在一定程度上得到了缓解,但依然缺乏必要的敏感和意识。通过电视广告中所产生的大量性别歧视现象就可窥见一斑。性别不平等不仅是社会不和谐的表现,从更深层次说是对女性人格的侵犯和尊严的亵渎。因此,我们必须充分认识到性别歧视对家庭和社会所造成的不良影响,不断提高女性地位,促进女性维权意识的觉醒,努力营造男女平等的和谐社会氛围。

The interpersonal relationships should be harmonious in society. In some native TV advertisements, however, the problem of sex discrimination has still been shown more or less. Sex discrimination reflects not only the disharmony in society, but also the violation to women＇s personality and dignity. Hence we should fully realize the bad influence to family and society made by sex discrimination; we should promote women＇s position and their awareness of fights protection to make a harmony society with equal rights between men and women.