角色设定与形象呈现:女性角色的广告视角解读——基于近十年知网文献的分析

Role Setting and Image Presentation:An Analysis of Female Roles from the Angle of Advertising——A Review of Recent Ten Years Research from CNKI

广告是商业镜像,女性形象是广告创作的重要元素,女性角色的广告视角解读,是从广告看女性角色的设定与女性形象塑造。以中国知网为数据源,以2008—2017年这10年间能检索到的所有相关研究为基础,以社会科学领域的三种基本研究方法为依据,将文献分为描述性研究、阐释性研究和批判性研究三类,对女性角色描述、女性角色问题、女性主义与女性角色等研究进行分析,以期引起对广告中女性角色研究的关注和重视。

Advertising is a portrayal of commerce,and female image is one of the most important elements of advertising. The analysis of female roles from the angle of advertising is to see the setting of female role and the shaping of female image from advertising. This article is based on the data from CNKI,and relevant studies that can be retrieved during the recent 10 years( 2008-2017). Based on three basic research methods in the field of social science,this article divides the literature into three categories: descriptive study,interpretative study and critical study,and focuses on the study of female role description,female role problems,feminism and female role,in order to arouse more attention to the study of female role in advertisement.