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

On the Living Circumstances of Current Professional Women in China from the Perspective of “Super Advertisements”

"超能广告"以职业女性为对象叙述职业女性事业成功的故事,通过叙述者及叙述语气的恰当选择等方面传达出励志的功效。与其说是励志不如说是加压。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。

With professional women as their narrative objects,＂super advertisements＂have seemingly delivered the inspirational effect by narrating the successful stories of professional women and by properly selecting narrators and their narrative tone,but they have definitely imposed certain pressure on professional women in a deep manner. From those ads can be discerned the essence of ＂super women＂,i. e. women should return to their families apart from their success in their profession,and they should at least embrace the awareness and ability of housekeeping. This case is highly reflective of the true living circumstances of current professional women in China.