英语四六级备考心态.docVIP

广告中存在的刻板、歧视及野蛮女性形象 ---关于广告中女性形象的思考与研究 系别：广告学系 班级：05广策1班 姓名：曹兴华 学号：3050106 指导教师：柴洪涛 内容摘要：广告是广告业主到达受众群体的一种传播手段和技巧，另一个指广告本身的作用是商品的推销。广告虽然首先是一种商业推销手段，但它也是社会文化的反映，通过广告让更多大众让自己的梦想去和产品联系起来，达到自己的一种需求，从而直接的促进了更多消费行为的产生，在广告主获利的同时，一种商业文化也随之产生并达到高潮。在日益凸显其重要性的广告中，它在现代社会发挥的文化影响力日益提高以及女性意识的日渐崛起，使广告中的女性形象问题研究已经成为研究媒介中的一个重要分支领域。越来越多的广告在塑造女性形象的过程中存在着将女性形象刻板化、歧视女性以及将广告中的女性塑造的缺乏内涵野蛮的现象。因此，本次实证研究个别广告作品为样本，从另一个角度来思考近年来广告中的女性形象的塑造问题是否存在这种现象。 关键词： 广告；女性形象刻板化；歧视现象；野蛮形象 Abstract：Advertisement, on the one hand, is a kind of transmission skill or way, according to which the owner grasps the audience. On the other hand, advertisement itself promotes the sale of the goods. Although the advertisement is a kind of commercial promoting method, it is also the appearance of the social culture. In accordance with the advertisement, much more persons can connect their dreams with the real commodities, and satisfy their needs. All that promotes the consuming activities. Besides the owners can gei high profits, a kind of commercial culture is following it, and gets to its peak. Advertisement is playing a more and more important role in our daily life, so as that in the modern society. As the appearance of the female sense, the study of female sense in the advertisement has becoming an important branch field. And a growing amount of advertisements intend to lock the females in a steretyped image, sometimes, even show discrimination to the females. What’s worse, it is not a uncommon phenomenon that some females are described lacking of elegance in some advertisements. So, this study picks some advertisements as samples to talk about and think about the female image in the recent years advertisements from a different angle. Key words: Advertisement；The feminine image cuts blocks for printing；Discriminates against the female；Barbaric image  现代的广告主要通过塑造成功者的形象和时尚的形象两类，把大众的“梦想”和产品联系起来，吸引目标消费者注意，促进消费行为的产生。 现代社会的人们，即使不参加商业活动，也不可避免地接触到各式各样的广告。翻开报刊杂志，打开电视机，小到一块香皂、一袋洗衣粉，大到一栋楼房、一辆豪华轿车，我们的感官神经都被形形色色的广告刺激着。如果说，人