摘要
女性形象深得广告人的青睐,其中有着深刻的社会和文化内涵。本文试从传播学、社会学的角度通过女性在电视商业广告中呈现的整体形象,试图解析当前电视商业广告中女性形象形成的类别、原因,并对电视商业广告中女性形象的重塑提出看法。
Female image is highly appreciated by adpersonin. It has the profound social and cultural connotations. This paper tries to analyze the sorts and causes of forming woman image in advertising by summing up the overall woman image in TV commercial advertisings, form the perspective of communication and sociology. At last, the suggestions on reconstructing woman image in advertising are proposed.
出处
《价值工程》
2011年第33期167-168,共2页
Value Engineering
关键词
电视商业广告
女性形象
把关人
媒介素养
TV commercial advertising
female image
gatekeeper
media literacy
