广告中女性社会性别认同——以玉兰油“为女性创造空间”为例

Gender Identity of Women in Advertisements—Taking Olay’s Advertisement “Make Space for Women” as an Example

“女性赋权”话题的社会关注度逐年升高。当今“她经济”背景下,针对女性消费者的广告作为一种大众传播活动,不仅影响着人们的消费行为,也反映着社会对女性的性别认同观。本文将用案例分析法解读2020年玉兰油OLAY超级碗广告“为女性创造空间”,从社会性别认同理论来探讨“她经济”时代女性广告形象的建构。广告中社会对女性的传统印象被颠覆,女性也能从事一直以来男性主导的航天事业,广告塑造的女性应当有更广泛的社会空间。从中国广告发展史来看,广告中女性形象从男性的辅助性角色慢慢向新时代独立女性角色过渡。双性化人格是最理想的性别角色模式,女性广告形象应朝着双性化人格模式发展。

The topic of “female empowerment” has attracted increasing social attention year by year. Under the background of “She-economy”, advertising aimed at female consumers as a mass communication activity, not only affects people’s consumption behavior, but also reflects the social concept of gender identity towards women. This article will interpret the advertisement of OLAY on Super Bowl in 2020 “Make Space for Women” with case analysis, and discuss the construction of female advertising image in the era of “She-economy” from the perspective of social gender identity theory. The traditional impression of women in advertisings is overturned. Women can also engage in the space industry dominated by men for a long time. Women shaped by advertisements should have a wider social space. From the perspective of the history of Chinese advertising, the female images in advertisements are gradually transitioning from the auxiliary role of men to the independent role of women in the new era. The androgynous personality is the ideal gender role model and the female advertising image should develop towards the androgynous personality model.