探究近代以来女性形象在广告传播中的变迁

To Explore the Change of Female Image in Advertising Communication in Modern Times

女性形象作为广告中备受青睐的元素一直高频出现在各种传播媒介上,但是随着广告业的不断发展,此类广告逐渐陷入了同质化严重的窘境,难以让受众产生耳目一新的感觉。文章以不同时期广告中女性形象的特征为切入点,在差异中探寻内在根源,以期为广告中女性形象的创新运用找到出路。

The female image as a popular element in advertising has been high frequency appears in various media,but with the continuous development of the advertising industry,this kind of advertisement gradually into a dilemma of homogeneity serious,difficult to let the audience the feeling that find everything new and fresh. Based on the characteristics of female images in advertisements in different periods,the article explores the internal roots in the differences and hopes to find a way out for the innovative use of female images in advertisements.