在经济高速发展的今天，广告在人们生活中充当着越来越重要的角色，几乎成为弥漫全球的“第二种空气”。它构成我们生活的主题，改变我们的意识和意志，影响我们的言论和行为。在琳琅满目的广告中，女性角色出现的频率相当高。随着广告在现代社会中所发挥的文化影响力日益提高和女性意识的日渐崛起，广告中的女性形象问题研究已经成为研究媒介中的女性形象的一个重要分支领域。本文以中国国际广告节长城奖平面获奖作品为主要对象，探讨现今广告塑造的女性形象是怎样的，并且进行原因分析。文章分为四个部分：第一部分阐述了研究意义及目的、研究现状和研究重点；第二部分对第15届中国广告节长城奖金银铜奖的平面获奖作品进行定量的总体描述和分析；第三部分结合上述的分析结果，抽取能为研究问题提供信息的文本进行分析，对女性形象进行分类，探讨广告中的女性形象是否仍然具有性别刻板印象、女性形象是否出现了新的变化，并且探讨影响女性形象重构的原因；最后部分是结束语，加深题意，提倡男女和谐发展。
关键词：女性形象，平面广告，形象重构，刻板印象
A study of the female image in print advertisement in china
ABSTRACT
During these advancing developmental days, advertisement has become more and more important in people’s life. It has witnessed as the second air filling all around the world. And it is the topic of our life which changes our mind, and influences our behaviors. In the dazzling array of advertising, the frequency of the emergence of women is relatively high. With advertisement having more cultural effect on today’s society and the female consciousness having enhanced increasingly, the study of the female image in advertisement has become one branch of the field of the female image in media.
The article selects the print prize-winning works of Great-Wall Awards of China International Advertising Festival as the main object of study, carries on the investigation in how the current advertising image of women create and analyses the reason. The article is divided into four parts: The first part describes the purport and motive of this article, the meaning and purpose of research, research status and research priorities.The second part makes an overall quantitative description on the print prize-winning works of Great-Wall Awards of the 15th China International Advertising Festival. The third part, with analyzing the selected description which can give more information of the image of women, classifies the female images to discuss if the advertisement stereotypes the female image or if there is something new in making female images, and explores the factors which have influence on the reconstruction of the female image of print advertisement. The last part is the summary which is to deepen the subject and appeal to the harmonious development between men and women.
KEY WORDS: Female image, Print advertisements, Reconstruction of image, Stereotype
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