| 广告中的女性与和谐社会的建构——新世纪以来中国电视广告中的两性形象比较研究 |
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| 引用本文： | 徐芳,胡晓云. 广告中的女性与和谐社会的建构——新世纪以来中国电视广告中的两性形象比较研究[J]. 中华女子学院山东分院学报, 2006, 0(3): 3-7 |
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| 作者姓名： | 徐芳 胡晓云 |
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| 作者单位： | 杭州电子科技大学,浙江,杭州,310037 |
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| 摘 要： | 在2000～2004年获得中国广告节奖项的中国电视广告片中,男性角色总体体现了独立、主动、权威、控制、担任责任大的性别特征;女性角色总体体现了年轻、性感、被动、自我意识加强但自主性不够等性别特征.广告作品对现实中两性关系的引领和重构的影响力,是值得我们重视的.
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| 关 键 词： | 电视广告 两性形象 和谐社会 |
| 文章编号： | 1008-6838(2006)03-0003-05 |
| 修稿时间： | 2006-06-30 |
Females in Ads and Harmonious Society Construction——Comparative Study of Male and Female Advertising Images in the New Century |
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| XU Fang,HU Xiao-yun. Females in Ads and Harmonious Society Construction——Comparative Study of Male and Female Advertising Images in the New Century[J]. , 2006, 0(3): 3-7 |
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| Authors: | XU Fang HU Xiao-yun |
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| Abstract: | From 2000 to 2004,in TV ads awarded by Chinese Advertising Festival,males generally express the spirit of independence,iniative,authority,control and great responsibility;while females youngness,sex appeal,passiveness,strong self-consciousness,they weak self-decision.In view of this,attention is worth paying to the guiding and reconstructing influence of ads on relationship between male and female in reality. |
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| Keywords: | TV ads male and female images harmonious society |
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