整形广告、美貌理念与身体文化

Cosmetic Surgery Advertisements, Discourse on Beauty, "Body" Culture

当代整形广告运用美学原理、科技神话和医生权威等信息建立起新的美貌话语:美不必是天生的,美可以通过消费和医疗介入而获得。整形广告赞赏主动追求美貌的现代女性主体,贬低和排斥那些不符合美貌标准的女性。女性身体成为各种力量争战的场域,专家资讯、科学诠释、医疗介入、男性凝视和自我呈现多重力量角逐,这松动了父权掌控,却又落入资本与科技的规训。整形广告夸张轻浮的文体风格和虚假的内容,拆解了自身建立起来的权威,却又凭着强大的资本力量持续散播其影响力。

Contemporary cosmetic surgery advertisements have established a new discourse on beauty by using aesthetic messages and images, the ＂myth＂ of technology and doctors＇ authority. Beauty does not have to be born with, and can be gained through consumption and cosmetic surgery. These Ads praise modern women who pursue beauty actively and exclude those who do not match the norm of beauty. Woman＇s body has become the battleground of diverse powers, including experts＇ information, scientific interpretation, medical intervention, male gaze and self-expression. This may have loosed the control of patriarchy over women, but have entrapped women in the discipline of capital, science and technology. Although these Ads＇ superficial and elaborate styles and false messages disassemble their trust-worthiness, the strong financial support continues their popular and powerful influence.