消费者对广告中女性形象的反应  

Response to Female Images in Advertisements from Consumer's Perspective

作　　者：林升梁[1] 

机构地区：[1]福建师范大学传播学院,福建福州350108

出　　处：《福建师范大学学报（哲学社会科学版）》2012年第1期137-144,共8页Journal of Fujian Normal University:Philosophy and Social Sciences Edition

基　　金：国家社会科学基金青年项目<三十三年(1978-2010)广告镜像:中国社会价值观念的变迁>(编号:11CXW031)

摘　　要：当前广告在女性形象塑造中存在的种种误区,影响社会对现代女性的认识、评价和尊重以及地位的改善和提高。无论是女性还是整个社会群体都呼唤更和谐、平等的广告女性形象。本文借鉴国外的研究成果,结合国内的相关资料,介绍广告中女性形象的定义,归纳出消费者对广告中的女性形象的三种反应以及三个制约广告中女性形象的变量。There are many misunderstandings in portrayals of women in advertising,which influence the improvement of social evaluation,esteem and status of modern women.Society calls for harmony and equality of female images in advertising This paper introduces definition of images of women in advertising,and then summarizes three kinds of responses to images of women in advertising from consumer＇s perspective and three variables which affect portrayals of women in advertising,and makes some suggestions at last.

关 键 词：广告 女性形象 反应 

分 类 号：G206.3[文化科学—传播学]