摘要
电视广告作品两性形象差异所持的价值判断,其着眼点主要是男女两性的社会性别和文化性别。广告作品通常会夸大女性年轻貌美的外在价值而忽视对其内在价值的展示和提升。由于固有的男权中心文化的存在,人们更多的关注了女性在广告作品中被"误读"的状况,而忽略了男性在广告创意中同样也被定型的现实。大量以男性形象的为主人公的广告作品,不仅在表现技巧等外在形式上,而且在形象建构的价值取向、观念形态等深层内涵上,其基本模式也都表现出惊人的雷同性。本文试图通过考察男女形象在我国电视广告创意中的角色定型,揭示男女两性被不同程度地"误读"现状,并将通过电视广告创意不同语境的分析,探究广告作品中性别形象的社会和文化内涵。
The valuation of amphoteric figure in TV advertisement originality is the difference sexuality of society and culture of male of female which play in it.Female externality just like young and beauty is always exaggerated and that internality is neglected.On the other hand,the male have been set in a changeless mode.The text attempt announce the actuality of amphoteric figure were be mistaken through inspect the role—set about amphoteric figure in TV advertisement originality.In this article,the author will research amphoteric figure connotation of society and culture in TV advertisement and how to apply it.
出处
《沈阳教育学院学报》
2005年第1期96-99,共4页
Journal of Shenyang College of Education
