从女性人类学视野解读广告中的女性形象

Interpretation of Women's Image in Advertisements from Perspective of Female Anthropology

广告是商家促销的主要手段之一,由于女性在广告中具有天然优势,商家和广告主便利用女性具有取悦男性、吸引受众的特性来大肆宣传商品。女性被作为符号元素参与到广告中并以各种形象出现在受众面前。通过对这些广告的分析得出,在某种程上,广告对女性存在一定的社会偏见。要扭转这一现象,需要社会各方面的努力,共同打造和谐的男女社会价值观。

At present,advertising is one of the principal means of business promotion.Thinking that women are gifted in attracting audiences especially men,merchants and advertisers fully exploit this advantage to campaign their commodities,various women's images are thus shaped along with advertisements presented to public.Results of analyses of these advertisements show that women are discriminated in many of them.Jointly efforts shall be spared to eradiate the prejudice against women so that an improved ideology could be constructed to serve the end of man-women harmony in society.