广告中的性别模式批判

Probing the Sex Model in Advertisement

在现代社会中,针对两性的刻板印象依然存在。虽然在理论和现实中,男女在某些方面的差异越来越小,但是在媒介中却没有得到相应的体现,尤其是在媒介广告表现中,性别歧视依旧存在。而多元化的两性发展,要求多元化的媒介表达,广告更应如此。

Currently there still exists the stereotyped impression on male and female although it is beyond dispute that the gap between the two sexes has been narrowing down in both theory and reality. Among the medium publicities, the advertisement especially lacks correspondence to the fact. Hence, based on the analysis of detailed cases and relevant theories, this text explores the origin and development of the sex discrimination. Accordingly, it draws the following conclusion： pluralistic development of both sexes calls for the muhi-expression in the media and particularly in the advertisement.