当代电视广告中的女性形象分析

摘要

我们从电视广告中大量采用女性形象的现象可以一定程度上窥探出电视广告中的性别意识和性别立场。本文从中探究电视广告中女性形象的刻板印象，试图解析当前电视广告中女性刻板印象形成的类别及影响。本文认为，当代电视广告中女性形象的定位与深厚的社会文化背景、政治及媒介在现代生活中的效应、商业文化的推崇、传统文化孕育下的男性文化视觉、女性主体意识的缺乏等因素息息相关。在现代社会，男性话语在广告领域中占有绝对优势，众多的电视广告不仅重视女性形象的使用，更倾向于把女性置于男性的审视下，透过男性视觉来给女性社会角色定位。文中根据对当代电视广告中女性形象定位的分析提出了几个重塑电视广告中女性形象的几种方法，希望引发人们关注和改变现今广告中对女性形象塑造存在的问题。

关键词：电视广告；女性形象；性别；话语权；刻板印象

Analysis of women image in contemporary TV advertising

Abstract

The phenomenon we use a lot of female image from the TV ads can to some extent, pry out the gender awareness and gender position. This article explore the stereotype image of women in television commercials, and attempt to resolve the type and impact of women Stereotype in TV commercials. This paper argues that the positioning of the image of women in contemporary TV commercials are closely related with profound social and cultural background, political, the effects of the media in modern life, business culture is respected, the vision of the male culture gave by traditional culture, the lack of female consciousness and so on. In modern society, male discourse has an absolute advantage in the advertising field. Numerous TV commercials are not only attach importance to the use of the image of women, but also tend to placed women under the scrutiny of men, positioning the female role in society through male vision. This paper which based on the analysis of the positioning of the image of women in the contemporary TV commercials put forward several ways to reshape the image of women in television advertising. Hope these ways can lead to people’s attention and change the problems on the Portrayal of women in advertising today.

Key Words：Television advertising；Female image；Sex；Discourse right；Stereotype

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