广告性别角色的动态建构

Dynamic Construction of Gender Roles in Advertisements

以美国著名早餐品牌Cheerios不同时代的电视广告为研究对象,从多模态语篇分析的角度,考察其在不同年代所反映出的性别形象变化,发现该广告语篇是多模态协同配合的叙述,并在各种模态信息交互的过程中,动态地建构了不同社会历史背景下的性别角色。图像和文字一样,不再是简单的意义载体,其作为媒体参与社会实践的重要手段,积极参与社会性别形象、价值观和理念建构的过程,成为建立、保持或改变权力关系的语篇实践。

From multimodal discourse analysis perspective, the present study examines TV advertisements of Cheerios, a famous breakfast brand in the U.S., in different periods in modern history, in the hope of revealing the changes of gender roles reflected, and proposing that advertisement discourse is the combination of multimodal coordination, which dynamically constructs gender roles in different historical background in the process of various information interaction of modals. Images, as in the same way as words, are not merely carriers of meaning; rather, as a means of participating in social practice, they become a discourse practice of establishing, maintaining and changing power relations.