当代广告中的女性形象分析 广告是一种商业手段，同时也是社会文化的反映。广告通过塑造受众的“理想”，吸引消费者注意，促进消费行为的产生。千姿百态的女性形象已经成为各种广告形式中不可或缺的一部分，她们如同一道奇异的风景线，吸引着受众的目光。而形成这种现象主要是由女性自身的美学价值和商品价值所决定的。广告中的女性形象随着时代的转变，形态各异。广告中塑造的女性形象大致可以概括为外在美和内在美两大类。 随着社会的进步，广告中女性形象和地位虽然在不断地攀升，但在传媒广告中的女性形象多是男本位视觉文化的产物，广告将男性视为观看的主体，女性视为被看的客体。受众对广告女性形象的审视依然存在一定的刻板印象，继续推动现代媒体中广告女性形象的发展势在必行。我们要正确弘扬女性文化的正价值，即展示女性丰富的个性心理、特别是女性独立自我的性格特征,理解女性在生活中承担的多重角色、赞扬女性的价值与奉献,给予女性与男性同等的性别认同等等。 关键字：女性形象 广告 刻板印象 Analysis the image of femal in contemporary advertising Abstract Advertising is not only a commercial tool, but also a reflection of the social and cultural. By shaping the audience's "ideal", the advertisement attracts the consumer to pay attention successfully, so as to promote the consumption of produce. Variety of femal has become an integral part of the various forms of advertising, they are like a singular landscape, attracting audience attention. And this phenomenon is mainly determined by the female's own aesthetic values and commodity value. The female image in the ad with the changing times, dissimilar in shape and form.The female image in the shape of the advertising can be roughly summarized as outer beauty and inner beauty two broad categories. With the progress of society, although the status of the female image in advertisement continues to climb, however, in the media, Female image is more a product of male-oriented visual culture,the advertisement regards as the male the viewer, the female deemed to be seen. Audience survey of the female image in advertisement of certain stereotypes still exist, continue to promote the development of the advertising image of female in the modern media is imperative. We want to correctly carry forward the positive value of the female culture, namely demonstrated the feminine rich individuality psychology, is specially the feminine independent self-disposition characteristic,and understanding the multiple roles assumed by women in life, pay tribute to their dedication, values to give women equal to men with gender identity, and so on. Keywords：Female image; Advertising; Stereotype
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