电视商业广告中的两性再现——以国家品牌计划系列广告（2018年商业部分）为例  

The representation of gender in TV commercial advertisements——Take the national brand plan series(commercial part in 2018) as an example

作　　者：周翼 

机构地区：[1]中国传媒大学

出　　处：《现代广告》2019年第21期20-27,共8页Modern Advertising

摘　　要：本研究选取了央视广告营销取得成功和引起社会关注的"国家品牌计划"系列广告(2018年商业部分)中的43个电视广告进行内容分析,以性别视角对此广告中的两性形象呈现进行解读。研究发现,在此系列广告中,对两性形象的刻板化塑造和呈现,对两性的性别气质塑造依旧是归于传统,两性刻板印象没有出现质的改变,在性别权力关系和性别气质塑造等更深层次的呈现中还是延续着传统的性别观念与态度。In this study,43 TV advertisements in the series of"national brand plan"advertisements(2018 commercial part),which have achieved success in advertising marketing and attracted social attention,were selected for content analysis,and the gender perspective was used to interpret the images of both sexes in the advertisements.The research finds that in this series of advertisements,the stereotyping and presentation of gender images of both sexes are still attributed to the tradition,and the stereotypi ng of both sexes has not cha nged qualitatively.In the deeper presentati on of gender power relations and the shapi ng of gender tempera me nt,the traditional gen der concepts and attitudes continue.

关 键 词：国家品牌计划 电视广告 两性形象 性别刻板印象 

分 类 号：F42[经济管理—产业经济]