从平权到赋权:数字媒体语境下女性广告中的品牌叙事与秩序构建——基于2013—2023年戛纳广告获奖作品分析  

From Equality to Empowerment:Brand Narration and Order Construction in Feminist Advertising in the Context of Digital Media:Based on the Analysis of Advertising Winning Works of Cannes Lions International Festival of Creativity in 2013-2023

作　　者：吴明靓 马涛[1] 樊玙萱 WU Mingliang;MA Tao;FAN Yuxuan

机构地区：[1]中国传媒大学广告学院

出　　处：《中华女子学院学报》2023年第6期108-116,共9页Journal of China Women＇s University

摘　　要：当前,品牌不仅面向数字媒体时代全新的消费者,也面向价值观已重塑的全新的女性群体。女性广告在现实发展中迎来了从表现形态到议题内核的全新挑战。文章基于对广告综合性国际赛事——戛纳国际创意节的广告获奖作品的分析,试探讨数字媒介中女性广告品牌叙事的叙事主体、叙事内容和叙事策略等叙事要素,在数字媒体叙事空间中的延伸与变化,由此明晰女性广告中品牌的叙事框架,并进一步厘清数字媒体环境下女性广告中品牌叙事的内在逻辑,同时针对当前的品牌叙事框架进行批判性的思考与辨析。At present,brands face not only brand-new consumers in the digital media era,but also brand-new female groups whose values have been reshaped.In the real development,feminist advertising has ushered in a new challenge from the form of expression to the core of the issue.Based on the analysis of the advertising winning works of Cannes Lions International Festival of Creativity,a comprehensive international advertising event,this article explores the extension and change of brand narrative elements,such as narrative subject,narrative content and narrative strategy of feminist advertising in the narrative space of digital media,so as to clarify the brand narrative framework of feminist advertising,further clarify the internal logic of brand narrative in feminist advertising under the digital media environment,and make critical thinking and analysis on the current brand narrative framework.

关 键 词：数字媒体 女性广告 品牌叙事 赋权 

分 类 号：C913.68[经济管理]