The Reconstruction of Women’s Images in Virginia Slims Advertisements 英语毕业论文

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1、TheReconstructionofWomen’sImagesinVirginiaSlimsAdvertisementsVirginiaSlimsisacigarettebranddesignedespeciallyforfemaleconsumers.Women’simagesintheadsarereconstructedwhichisincontrasttothestereotypicalimagesofwomen.Therepresentationofwomenischanging,soisthewomen’sidentityconstructed.Thestereotypicali

2、magesofwomenwhoarefamily-centeredandmale-dependentaredemeaning.Adimagesnowtendtobegender-neutral.Identityisasymbolwhichproducesmeaning;women’sidentityisreconstructedbythewaytheywearandthewaytheypresentthemselves.Thechangingidentityofwomenmeansanimprovedsocialstatus.There-representationandreconstruct

3、ionofwomenarepushedbythefeminismliberationmovementssincethebeginningof19thcentury.Thereconstructionofwomenintheadvertisementhasapositiveeffectonthetransformationofwomen’sidentityinreallife.Womenstarttobeontheroadofgainingequalitytomen.1.FemalestereotypesJungandLeebelievethatwomenareoftensexuallyobje

4、ctifiedandstereotypicallyportrayedinadvertisingandmediaingeneral.Theportrayalofwomenismeredecorativeobjectsinadvertising.IntheUnitedStates,sexualimagesofwomenarefoundnotonlyinmagazinestargetingmenbutalsoinmagazinesaimedspecificallyatwomen(277),thushelpingtopromotetheself-fulfillingprophecythatwomans

5、houldacceptanobjectifiedviewofthemselves.“Overtime,Americanwomenhavebeenrepresentedinthemediainmorediversesocialroleswithlessovertsexualimages.However,empiricalresearchontheirmediarepresentationclaimsthat,althoughitmaybesubtle,womenarestillshownprimarilyinsubmissiverolesandassexobjects”(JungandLee,2

6、78).Objectificationofwomenisoftenusedasthecentral11organizingtermintheanalysisofadvertisementcontent,whichallowsustopaysystematicattentiontoavarietyofbehaviors,suchasportrayingwomenassexobjectsand/ordecorativeterms.Whenobjectificationoccurs,thefemalebodyisseenasadecorativeobjectthatisusedaspartofthe

7、scenefortheadvertisedproducts/services.Objectificationiscloselylinkedtogenderstereotypesperpetuatedbywomen’srolesinthemedia.Althoughwomen’socialandprofessionalrolesinadvertisementshavebeenvisiblyportr