摘要
以电视广告的内容分析为基础,从广告人物的身份、角色类型、性别关系三个方面对比考察性别形象在我国电视广告中的表现和新近演化,结果发现:男女性别形象在电视广告中都被商业化,既强化了社会性别的"刻板成见",也给传统男性形象带来了挑战,并启动了现代新女性形象的传播,总体上呈现为渐进的多样化的性别形象扩展。
On the basis of the content analysis of the TV ads.,this article focuses on the expression and recent development of gender image from three aspects:the status of figure,the type of character and the relationship of gender. The article puts forward that the image of both male and female is commercialized,which strengthens the stereotype of social gender,challenges the traditional image of male and starts the transmission of the modern image of female. As a whole,an expanding,gradual and diversified system of gender image is emerging.
出处
《南昌大学学报（人文社会科学版）》
北大核心
2002年第4期131-135,共5页
Journal of Nanchang University(Humanities and Social Sciences)
