论文 广告中的女性形象.docVIP

西北第二民族学院 学士学位论文 论文题目: 现代广告中的女性形象探求 系(部)名 称: 学 生 姓 名: 专 业: 学 号: 200 指导教师姓名: 徐 玉 英 论文提交时间: 2006年5月 论文答辩时间: 2006年6月 学位授予时间: 2006年6月 西北第二民族学院教务处制 摘 要 时代在飞速的发展着，人们的思想也从过去的保守走向了今日的开放,广告作为时代的潮流飞快涌入人们的生活。然而，广告源于艺术，艺术作为广告的“领头羊”，为人们接受广告可谓铺平了路。对于在广告中频频出现的“女性形象”却似乎从来都只是一种极不完美和枯燥乏味的审美代表。尽管其间有太多难以磨灭的因素，但人们一直试图给她一个确定的定位。人们的态度还是在不断地转变着。目前，当你打开电视机，翻开报纸，形形色色的广告出现在你的面前。在这些广告中，小到一袋洗衣粉，大到一幢住房，女性形象占据着主体地位，广告“女性”已经带领着一种社会形态，带领着一种价值取向，带领着一种审美追求。它对大众的消费理念乃至整个文化价值的追求起着越来越强的诱导和影响作用，而且更多的是在为大众设定“时尚”和“趣味”的范畴，激发观众许多虚妄和偏执的需要。 关键词：现代广告，女性形象，女性意识，形象美，视觉文化 ABSTRACT In the era of rapid development, people with conservative minds are becoming open-minded. Advertising, as a result of times, has come into peoples daily lives rapidly. But it was originally from art, which, as a leader of advertising, has made it possible for the acceptance of advertising by people. While the famale image, frequently appeared in the advertisements, seems to have only a very imperfect and dull aesthetic image.Although it is too difficult to hold factors, people still have been trying to give it a definite positioning and their attitudes are constantly changing. When you open the television, or read newspapers, you can see all kinds of advertisements. In these advertisements, famale images has led a very important role, from a small bag of washing powder to a large building. It is no doubt that famale images in advertising has blazed a way in many fields, like social pattern, sense of values, and aesthetic pursuit.It is playing a growing role in stimulating mass consumption, and even the entire concept of the pursuit of cultural values. And more of its functions are to offer the public a kind of fashion and interest ,and to inspire them to pursue for more delusive and illiberal things. KEY