浅析电视广告中的女性形象

女性在广告中备受青睐,她们所代言的商品,也深受消费者欢迎。广告中的女性形象,不仅在广告中被切割、被物化、处于被凝视的地位,而且被超越现实地完美再现,这是男权意识在日常生活中的投射。在男性话语权趋于强势的环境中,女性更应该有独立而清醒的自我意识,才能在当今社会中与男性拥有平等的话语权。

A Brief Introduction to the Female Images in the Television Advertising

Women are often bestowed favor in the television advertising. The merchandise for which they act as image representatives is also popular with consumers. This paper analyses female images in the television advertising from the feminist approach, indicating that the female images are not only fragmented, objectified and gazed, but also perfected in a super-realistic way, which is also a reflection of male chauvinism in daily life. As men become more and more predominant in the right to Speak nowadays, women should keep indepen- dent and sober self-consciousness so that they can own equality with men in the right to Speak.