我国广告中的当今女性形象分析及思考——基于2015年中国广告长城奖影视类获奖作品的内容分析

Analysis of Women＇s Images in Advertising in China -- Content Analysis Based on Film and Television Winning Entries of 2015 China Advertising the Great Wall Awards

文章采用内容分析法，以2015年中国广告长城奖影视类获奖作品为例，分析我国广告中的当今女性形象。研究认为，广告样本在一定程度上存在着有关当今女性形象（包括生理形象、职业形象、生活方式形象、个性形象和成就形象等）的刻板印象；广告样本中的两性关系强弱态势在总体上大体平衡，未出现严重的女性歧视，但局部范围存在女性歧视。文章从宏观、中观和微观等层面分析其成因，并在此基础上提出消除广告中的女性歧视的对策建议。

This paper takes the China Advertising Great-Wall awards in 2015 as an example, using content analysis method to analyze the female image in Chinese advertising. The research shows that, the sample of advertisements has a certain degree of stereotype about the female images （including physical image, occupation image, life style image, character image and achievement image）. Generally speaking, the intensity of the relationship between the sexes in the advertising sample is generally balanced, and there is no serious discrimination against women. But there are local women discrimination. This paper analyzes its causes from the macro, meso and micro levels, and puts forward some countermeasures and suggestions to eliminate female discrimination in advertising.