女性主义视角下的广告女性形象探析

Study of Women's Images in Advertisement from the Perspective of Feminism

广告构图中的女性形象,无论是作为性客体的美女,还是极具"女性气质"的家庭主妇、职业女性,都是自然化性别差异观点的直接产物。生物学结构的等级观念支配着包括广告在内的媒介和大众关于性别的话语,看似远离意识形态的商业广告,实际上却代表了包含政治意义的男性霸权文化,广告在性政治层面的暴力倾向应当引起高度重视,广告的女性形象在隐性强化着两性不平等。

Women's images in advertisement, whether the beauties as sexual object or housewives and professional women 'typical of women,' are all the immediate products of ideas of naturalized sex differences. The biological hierarchical ideas dominate the discourses about sex on the part of the media including advertisement and the mass. The commercials, though seemingly distant from ideology, actually represent the male hegemonic culture with strong political sense. The violent tendency of advertisement in sex politics must be put under serious consideration. Women's images in advertisement are insidiously strengthening inequality between the sexes.