透过情色符号看广告中的美女诉求策略

A Discussion of the Strategy of Appeal for Beauty in Advertisement through Emotionalized Signs

在中国的传媒生态中,两性的文化权力是不对称的,男权中心意识仍然会在一定时期内存在。广告作为文化的载体,一方面基于商业需求,必然要迎合传统的审美习惯,以大众熟悉的价值为前提来构建性别角色和行为模式;另一方面,广告也在改变着这种传统性别角色的规定性,赋予女性更为积极的内涵。女性形象是广告表现的核心元素,现代广告通过对女性形象美的展示,将逐步引导女性朝着社会话语权力中心靠近,一种互为审美主体和客体的新型性别关系正在形成。要正确地运用情色符号,必须探索广告创意表现的新思维、新技术。

In China＇ s media ecological system, culture powers between two genders are unbalanced. Masculine mentality still exists in a certain period of time. Advertisement is the carrier of culture. On the one hand, because of commercial needs, it must cater for conventional aesthetic habits and base its gender role and behavior mode on familiar values of the public; on the other hand, it tries to change the predefined conventional gender role, thus women are endued with more active connotation. Female image is a key component in advertisement presentation. Display of beautiful female image enables modern advertisement to lead women towards the center of social utterance right. A new type of gender relation in which women are both aesthetic subjects and objects is in formation. To properly use emotionalized signs, new concepts and techniques in original presentation of advertisement must be explored.