后现代女权主义广告的三重话语批判  

Three Critical Discourse Criticism of Postmodern Feminist Advertising

作　　者：王雪皎[1] WANG Xue-jiao(University of Science and Technology Beijing,Beijing 100083,China)

机构地区：[1]北京科技大学,北京100083

出　　处：《包装工程》2020年第10期306-310,共5页Packaging Engineering

基　　金：北京科技大学教学改革基金资助项目(JG2017M16)。

摘　　要：目的后现代女权主义广告是围绕观点与话题所展开的话语争论,通过研究后现代女权主义广告中为强势女性形象话语所建构的文本,探讨与其相勾连的男女两性的权力话语、女性身体话语和消费话语所带来的价值。方法采用视觉文化研究中的批判分析方法,辩证地观察、分析和阐释后现代女权主义广告文本话语背后,被遮蔽的意识形态的问题与社会现实的意义。结论后现代女权主义广告的权利话语、身体话语和消费话语不仅是一种商品符号的表意实践,而且也是一种意识形态的话语实践。广告文本中女性只是获得了表面的自由与解放,实质上女性并没有逃离男性权力话语的支配,女性身体依然没有改变被"凝视"的客体地位,也难以走出被物化的商业资本逻辑的怪圈。Postmodern feminist advertising is a discourse debate centering on viewpoints and topics. By studying the text constructed by the strong female image discourse in postmodern feminist advertising, the work aims to explore the values brought by the power discourse, female body discourse and consumption discourse of men and women who are related to it. The critical analysis method in the visual culture research was used to observe, analyze and interpret the ideological problems and the significance of social reality behind the discourse of postmodern feminist advertising texts through dialectics. The power discourse, body discourse and consumption discourse in postmodern feminist advertising are not only the signifying practice of commodity symbols, but also the ideological discourse practice. In the advertising texts, women have only obtained superficial freedom and liberation. In fact, they have not escaped from the domination of male power discourse. Women’s body has not changed the object status of being "gazed" and it is difficult to get out of the strange circle of materialized commercial capital logic.

关 键 词：后现代女权主义广告 权力话语 身体话语 消费话语 

分 类 号：J524.3[艺术—艺术设计]