广告故事与性别——中外广告中的妇女形象  

Ad Stories and Gender——Women's Images in Advertisements at Home and Abroad

作　　者：艾晓明[1] 

机构地区：[1]中山大学,广东广州510275

出　　处：《妇女研究论丛》2002年第2期23-31,共9页Journal of Chinese Women＇s Studies

摘　　要：广告常常大量采用妇女的形象,这里承载了什么样的文化信息?它如何表达性别的观念?是否会强化性别歧视或者对妇女造成伤害?本文综合互联网上的广告资料,结合目前国内广告表达中的一些问题,具体说明广告中存在的性别偏见,从而呼唤对传媒广告里文化信息的批判性思考。论述分三部分展开:一、早期商业广告上的女性:以纸烟广告为例;二、冒犯女性的广告模式;三、挑战偏见:警觉、抗争与新表达。The images of women are widely used in advertisements. What cultural message is Conveyed in this? How does it express the genderconcept ? Will it aggravate gender discrimination or even hurt women? This paper uses advertisements from the Internet, along with certain problems as manifested in advertisements presentation in the media in China, to demonstrate the gender prejudice in advertisements, and to call for critical thinking on the cultural message conveyed by advertising. The paper is divided into three parts: 1. women in commercial advertisements in earlier periods, illustrated with the promotion of cigarettes as an example; 2. advertising patterns offensive to women; 3. challenging gender prejudice: awareness, protest and new expression.

关 键 词：广告 妇女 性别 挑战 

分 类 号：G206.3[文化科学—传播学]