角色、编码与协商——婚恋广告中的性别话语建构及传播效果研究

Roles, coding and consultation --exploring the gender discourse construction and effect of communication in dating advertising

近年来，以百合网、有缘网、世纪佳缘网等为代表的婚恋交友网站广泛流行起来，成为一类具有良好发展前詈的新兴产业。为了更好地应对行业竞争，各大婚恋交友网站开始采用电视广告的宣传形式，力图借助电视的广泛覆盖面和稳定收视人群吸引更多社会关注。然而，一则百合网婚恋广告一经电视播出便引发争议和抵制，婚恋广告中的性别话语建构成为舆论关注的话题。在我国，作为婚恋广告目标受众的女性群体正在经历女性意识的逐步增强，在这一背景下，女性受众对于婚恋广告的解码将对婚恋广告的传播效果产生深刻影响。本研究对于三则具有代表性的婚恋广告进行文本分析，从符号意义、认同构成和深层信仰体系的视角深入剖析了婚恋广告中的性别话语建构，为改进我国婚恋广告的传播效果提出了可行性建议。

In recent years, dating websites such as Baihe, Youyuan and Shiji Jiayuan have become increasingly popular, proving to be a new industry with positive prospect for development. Facing with the industrial competition, many dating websites have started to adopt TV advertising as a way of promotion, in order to attract more public attention by virtue of the wide coverage and the stable audience of TV media. However, one of the TV advertisements from Baihe website raised controversy, and the gender discourse construction of dating advertising has become a hot-debated topic. In China, females as the targeted audience of dating advertising are now experiencing an increase in female consciousness, so the gender discourse of dating advertising by females will have a great impact on the advertising communication effect. This study analyzes the gender discourse construction of dating advertising from the aspect of symbol, identification and belief system and also propose our suggestions in terms of advertising communication effect.