广告传播中两性形象新定义

On the New Concepts of Gender Images in Ads Communication

以往,女性在某种程度和意义上是处在"被男性消费"的地位,最明显的表象就是大众传媒中抛头露面的大都是一些比较吸引人的女性形象,因为在以往的消费观念中,产品宣传被冠以女性形象会获得利益上的双赢。现代的经济变化消除了这种差异。当越来越多的女性走向社会,发挥着越来越重要的作用,同男性一起作为社会的创造者,社会的宽容也会让人们乐于享受家庭生活,尊重女性。欣然接受女性成功而不觉得自己懦弱的"新好男人"也有了自己的发展空间,两性发展的多元化将成为一种趋势,多元化的两性发展,要求多元化的媒介表达,在广告设计中也是如此。唯有充分实践多元化的人文设计,才能给彼此一个更大的发展空间。

In the past, women, to some extent and in some sense, were always placed in a consumed position by men. The most remarkable sign was those charming ladies who were exposed in the mass media, because in the consumption idea of the past, product propaganda with woman image would be a winwin benefit. But the modern change in economy eliminates this distinction. When increasing number of women enter into the society and exert more important function as the social creators together with men, the social tolerance will allow people enjoy family life, and respect women. Those ＂new good men＂ who are willing to accept women＇s success and do not feel oneself frail have also got their own development space. The diversification of the gender development will become a trend, so diversification of medium expression is demanded. So is the ads design. Only by practicing the diversified humanistic design, can both women and men give each other a greater development space.