广告中的社会性别意识透析

文章试图在多学科的视角中透视广告中隐含的性别观念,用社会性别的理论和方法对广告中社会性别意识的显现方式加以梳理,努力揭示其内在的文化根源与社会影响,找寻广告中社会性别意识的实质,并将这一现象放在动态的文化系统及传媒全球化的状况下加以审视,提出相应的建议和对策.

An In-depth Analysis of the Social Gender Consciousness in Advertising

From the perspective of multiple disciplines this paper attempts to see through the gender notions implicit in advertis- ing.By employing theories concerning social genders and relevant methods,the paper combs out the means or approaches through which social gender consciousness is projected in advertising in an effort to reveal the inherent culture sources and social effects, as well as to search for the essence of the social gender consciousness in advertising.