以男性凝视理论浅析广告中的女性形象

Analysis of female images in advertisements with the male gaze theory

当代社会被广告信息包围,广告信息由一个个具体可感的广告形象承载和传递。广告形象中的女性形象可以说是最受受众青睐的。以性别批评中的男性凝视理论,对我国广告作品中的女性形象及这种现象背后的原因进行分析,探讨了广告中的女性形象是怎样反映当前社会生活和如何影响受众的主体建构的。

The contemporary society is an information society surrounded by advertising messages. And advertising message is carried and transmitted by specific advertising images. Advertising images of women are most popular with the audience. In this paper, with the male gaze gender criticism theory of the advertising works, analyses the female images and the causes behind them and attempts to look into how the advertising images of women reflect the current social life and influence the construction of the main body of the audience.