| 广告文化的性别建构问题分析 |
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| 引用本文： | 张殿元. 广告文化的性别建构问题分析[J]. 思想战线, 2003, 29(6): 126-129 |
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| 作者姓名： | 张殿元 |
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| 作者单位： | 吉林大学文学院,吉林,长春,130012 |
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| 摘 要： | 以阿尔都塞的主体建构理论来解读广告文化中的性别展示,似乎过分夸大了广告文化的建构功能,忽略了人的主动性。广告文化只不过是人的社会化进程中性别意识获得参考框架的一部分而非全部。但是,在一个无法从广告文化中脱身的商业社会里,在性别成为广告创作利用最多的社会资源的背景下,又有谁能忽视广告文化的“性别规训”呢。
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| 关 键 词： | 广告文化 性别建构 意识形态 社会性格 |
| 文章编号： | 1001-778X(2003)06-0126-04 |
| 修稿时间： | 2003-06-21 |
Gender Construct in Advertisement Culture |
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| ZHANG Dian-yuan. Gender Construct in Advertisement Culture[J]. The Ideological Front(Yunnan University's Journal of Social Sciences), 2003, 29(6): 126-129 |
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| Authors: | ZHANG Dian-yuan |
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| Abstract: | Interpretations of gender display in advertisement based on Althusser's subject construct theory seem to have exaggerated the construct function of advertisement culture so that they neglect the active nature of human beings. Advertisement culture is only part of the framework by which human beings acquire the sense of gender in the course of socialization. However, in a commercial society unable to be free from advertisement culture which exploits abundantly the sexes, "the sex lesson" cannot be neglected. |
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| Keywords: | advertisement culture gender construct ideology social character |
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