试析广告中的性别差异与角色误区

现代广告创意中的性别表现存在着一定的不合理因素,广告中的性别与社会角色之间的关系经常是极度模式化的,其中不平等的权力关系随处可见.这种权力关系首先表现为广告中男女之间看与被看的关系模式,其次表现为男主外、女主内的社会--家庭分工模式.广告创意中性别因素与表现形式的不同,是既定的男权中心文化的产物,对男女两性的发展都有一定的负面影响.

Gender Difference and Misunderstanding of Gender Roles in Advertisements

Certain unreasonable factors exist in the originality of modern advertisements.Gender differences and social roles of genders are always of the same model which demonstrates the inequality of power.The relationship of power is shown firstly, through the relation of seeing and being seen; secondly, the mode of the division of labor in families. This thesis studies on reasons and effects of this phenomenon through analyzing gender factors and different ways of representation in advertisement originality.