励志还是加压——由“超能广告”看当前中国职业女性的生存境遇

Encouragement or Pressure——Current Chinese Professional Women's Living Circumstances Viewed From the“Super-Advertisements”

"超能广告"通过以职业女性为广告的叙述对象、职业女性事业成功的故事叙述、叙述者及叙述语气的恰当选择等方面传达出励志的功效。但其深层,确切地讲更是对职业女性的加压。这让我们清晰地看到了"超能女人"的实质内涵:"女人"事业成功之外还需回归家庭,至少要具备持家的意识和能力。这深刻反映了当前中国职业女性真实的生存境遇。

＂Super-advertisements＂conveyed the motivational effect through viewing the professional women as its narrative object,narrating their successful stories,and using the appropriate choice of the narrator and narrative tone,etc.But exactly,its deep meaning is pressing on the professional women.It makes us see clearly the actual connotation of＂super women＂：＂Women＂still need to return to the family,in addition that they have made success on the career,at least,having the consciousness and the ability of taking care of home.This reflected deeply the real living circumstances of Chinese professional women.