現代廣告中的女性形象分析

2024年3月26日發(作者：二年級新年手抄報)

目錄

一、女性形象在當代廣告中的表現 ............................................ ３

（一）賢妻良母型 ............................................................................................................................................................................................................... ３

（二）小鳥依人型 ............................................................................................................................................................................................................... ４

（三）秘書助手型 ............................................................................................................................................................................................................... ４

（四）性感美女型 ............................................................................................................................................................................................................... ４

二、現代廣告女性形象形成的原因 ............................................ ５

（一）受中國傳統的社會歷史文化的影響 ....................................................................................................................................................................... ５

（二）大眾文化的通俗性和趨眾性 ................................................................................................................................................................................... ５

（三）商業化和市場的壓力 ............................................................................................................................................................................................... ６

（四）相關法律法規不健全 ............................................................................................................................................................................................... ６

三、改進廣告中女性形象的途徑 .............................................. ７

（一）廣告主在制作廣告時的注意事項 ........................................................................................................................................................................... ７

1.要運用恰當不能喧賓奪主

...........................................................................................................................................................................................

７

2.要有高尚的審美情趣

...................................................................................................................................................................................................

７

（二）受眾應受到性別意識的培訓 ................................................................................................................................................................................... ７

（三）媒體應加強性別責任意識 ....................................................................................................................................................................................... ８

1.政府建立傳媒性別審查制度

.......................................................................................................................................................................................

８

2.媒體建立管理自律機制

...............................................................................................................................................................................................

８

3.媒體從業人員應增強社會性別意識

............................................................................................................................................................................

９

（四）女性自身建立評估和監督機制 ............................................................................................................................................................................... ９

參考文獻 .................................................................. ９

ABSTRACT MODERN ADVERTISING ON PEOPLE'S DAILY LIFE PLAYS AN INVALUABLE ROLE, BUT

WOMEN IN THE MEDIA IMAGE ADS ARE MOSTLY MALE ORIENTED PRODUCT OF VISUAL CULTURE,

WHETHER AS A METAPHOR OR IMAGE OF A BEAUTIFUL IMAGE, THE IMAGE OF WOMEN ACTUALLY

MATERIALIZED AND SPATIALIZATION. CHANGE THE FEMALE IMAGES CONTEMPORARY

ADVERTISEMENTS, WILL BREAK ENTRENCHED MALE-CENTERED CULTURE, GENDER CONSCIOUSNESS

OF THE AUDIENCE SHOULD RECEIVE TRAINING SHOULD BE STRENGTHENED, AND THE MEDIA, AND

GENDER SENSE OF RESPONSIBILITY, CAN ESTABLISH A DIVERSIFIED MEDIA, TO THE EXISTING

EVALUATION MECHANISM OF SEX DISCRIMINATION MEDIA AND ADVERTISING COMPANY ADOPT

FLATLY MEASURES. ..................................................... １０

０

KEYWORDS FEMALE IMAGE TRADITIONAL CULTURE GENDER CONSCIOUSNESS OF ESPONSIBILITY

INDEPENDENT EXAMINATION AND SUPERVISION .................... １１

（一）賢妻良母型 .................................................................................................. ３

（二）小鳥依人型 .................................................................................................. ４

（三）秘書助手型 .................................................................................................. ４

（四）性感美女型 .................................................................................................. ４

二、現代廣告女性形象形成的原因 ..................................................................... ５

（一）受中國傳統的社會歷史文化的影響 ........................................................ ５

（二）大眾文化的通俗性和趨眾性 ..................................................................... ５

（三）商業化和市場的壓力 ................................................................................. ６

（四）相關法律法規不健全 ................................................................................. ６

三、改進廣告中女性形象的途徑 ......................................................................... ７

（一）廣告主在制作廣告時的注意事項 ............................................................ ７

1.要運用恰當不能喧賓奪主 .................................................................................. ７

１