广告文化的性别建构问题分析

广告文化带有鲜明的性别属性,而两性也被广告文化所规定,接受广告信息并依此而进行的消费活动实际上成了“性别训练”,在整体上并不客观的性别展示只会歪曲人们的性别意识。广告文化对女性的贬损表现在对女性主体性和独立性的否定,女性形象在广告文化中被物化了。广告文化所建构的女性典范形象在现代广告传媒的推动下很容易成为某一特定地区团体的经验,最后形成一种类型化的社会性格。这要求女性保持独立的、自主的意识,正视造成性别差异的文化结构,透析男权意识形态对广告文化的支配法则,并拆穿广告文化所散布的性别迷思,只有这样,才有可能颠覆广告文化所建构的不平衡的两性权力结构,帮助女性摆脱男权社会的宰制,实现性别构成和性别特质的多种可能性。

Analysis of the Gender Framework of the Ad Culture

The ad culture has distinctive gender attributes,therefore both sexes are subjected to the play of the ad culture.Accepting ad information and carrying out consumption thereby,be-comes,in reality sort of"gender training"and the gender show,which,by and large,is far from being objective,can ony distort people's gender consciousness.The defamation of women by the ad culture is manifested in the negation of women's subject status and independence and the ma-terialization of women's image in ads.The image of women set up by ads is liable to become experience of a given region or organization,ultimately to give shape to a stereotyped social character.For this reason,women must maintain the consciousness of independence,face the cul-tural framework causing gender differences,analyse the rules making for the control of the ad culture by the male-authority ideology,and expose the gender misconception.Only by so doing is it possible to topple the unbalanced power structure between men and women set up by the ad culture,help women to free from the shackles of a male-authoirty society,and attain diverse pos-sibilities for gender structure and gender traits.