广告的虚拟女性形象分析  

Analysis of virtual female images in advertisement

作　　者：韩素梅[1] 胡文芳[1] 

机构地区：[1]浙江工业大学人文学院广告系

出　　处：《广告大观（理论版）》2010年第3期57-59,共3页Journal of Advertising Study

摘　　要：在3D动画技术飞速发展的今天,虚拟形象正以惊人的速度渗入我们的日常生活。虚拟形象广告虽然对性别刻板印象和性别歧视有一定的突破,但由于广告为了追求大众的认同,在本质上还是跳不出传统的框架。要改变广告中"两性不平等"的现状,需要广告人、广告监督机构和受众的共同努力。As the booming development of three-dimensional animation techniques, virtual images come into people＇s daily life. This paper mainly discuss about virtual images in the commercials by analyzing specific cases and to distinguish whether the occurring of virtual images can make a breakthrough out of the limit of traditional male and female characters. The virtual images in the commercials made a breakthrough to some extent. However, there are still gender stereotypes and discriminations. To change this situation, advertisers, audience and supervision organizations need to work hard together.

关 键 词：虚拟形象 性别刻板印象 性别歧视 性别突破 

分 类 号：F713.8[经济管理—广告]