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ID:32370657
大小:2.19 MB
页数:53页
时间:2019-02-03
《中国女性主义广告批评观反思及重构》由会员上传分享,免费在线阅读,更多相关内容在学术论文-天天文库。
1、摘要随着思想意识的启蒙和人性的觉醒,女性作为一个群体开始受到更多的关注。而在广告愈加发达的时代,女性的形象在广告文本中占据了绝大多数地位,甚至成为了一种社会文化符号。女性与广告的关系成为了众多专家学者的研究课题,特别是女性主义者对广告中女性的形象进行了深入研究,进而形成了女性主义的广告批评观。本文系统地梳理了中西方女性主义理论的发展、女性主义广告批评观的发展,从而全面分析和反思了中国女性主义广告批评观的三个主要观点及其两个偏颇之处。最后,本文重点论述了如何重构中国女性主义广告批评观,提出了三个重构点:男女两性的性别觉悟,回
2、归到正确认识自然而平等的两性关系及正视女性自身存在价值中来;男女两性的均衡互补,寻求从差异到两性视角的全新融合到再放大各自特质的动态变化;女性形象与广告效益,迎合消费者的必然需求和广告效果再放大的客观存在,试图重构中国女性主义广告批评观,重新定位广告中女性形象的内涵,为更加理性、全面、客观看待广告中两性形象的使用提供一个新的视角,为中国女性主义广告批评观的丰富产生一点积极意义。关键词:女性主义:广告;批评观AbstractAstheideologicalenlightenmentandtheawakeningofhuman
3、ity,femaleasagroupbegantoreceivemoreattention,andinanageofadvertisingincreasinglydeveloped,theimageofwomeninadvertisingtextoccupiesthemajorityposition,evenbecomesocialandculturalsymbols.Therelationshipbetweenwomenandadvertisinghasbecomearesearchsubjectofnumerousex
4、pertsandscholars,especiallyfeministsbegandeeplyresearchingwomen’Simageinadvertising,thusformedthefeministviewofadvertisingcriticism.Thisarticlesystematicallycombedthedevelopmentofthewesternfeministtheory、feministadvertisingcriticismdevelopment,andthuscomprehensive
5、analysisandreflectionofChinesefeministcriticismofthethreemainpointsandtheirtwobias.Atendofthearticle,mainlydiscusseshowtoreconstructChinesefeministcriticismviewadveIrtisingandputforwardthreerefactoringpoint:menandwomen’Sgenderconsciousness,Returntoacorrectundersta
6、ndingofnatureandequalityrelationshipandfacewomen'sownexistencevalue;Equilibriumcomplementaritiesbetweenmenandwomen,fromthedifferencestothegenderAngleofviewnewfusiontoenlargetheirrespectivecharacteristicsofdynamicchange;Femaleimageandadvertisingeffectiveness,catert
7、oconsumerdemandmustbetheIIobjectiveexistenceandadvertisingeffecttoenlarge,WingtoreconstructtheChinesefeministadvertisingcriticism,repositiontheintensionofthefemaleimageinadvertising,offeranewperspectiveformorerational,comprehensiveandviewbothsexesimageinadvertisin
8、g,giveapositivesignificanceofrichChinesefeministadvertisingcriticism.Keywords:Feminism;Advertising;criticismIII目录摘要⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯一IAbstr‘act
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