西方女权主义广告图像特征解析

Feature Analysis of Western Feminism Advertising Image

目的从文化社会学角度研究女权主义广告的图像特征及其对现代广告设计的意义。方法将女权主义广告图像设计放置在文化与社会的背景中来分析其图像表现特征,主要采用欧文·潘诺夫斯基的图像学研究方法,将女权主义广告图像进行自然意义的描述,对图像所呈现的主题和寓意进行图像志分析,并且阐释图像背后所凝结的历史、社会与文化的深意。结论女权主义广告图像特征表现为女性主体意识的觉醒和女性强权的激进反叛,并且追问了消费时代女权主义广告图像对广告创意的价值与意义。

It studies the image features of feminist advertisement and the significance of modern advertisement design from the perspective of cultural sociology.Feminist advertisement image is placed in the cultural and social background to study the image features.By Erwin Panofsky methods of image studies,feminist advertisement image is described with natutral meaning,image analysis of the theme and meaning,historical,social and cultural interpretation of the image is embodied.Feminist advertisement image features shows the woman′s subject consciousness and female radical rebellion,and questioning the value and meaning of feminist advertisement image for the advertisement creation in the consumption era.