本文選題：廣告　切入點(diǎn)：性別　出處：《上海外國語大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：身處信息化時(shí)代的我們,每天都被無數(shù)的廣告所包圍,廣告內(nèi)容汲取了現(xiàn)代社會(huì)的認(rèn)知,同時(shí)也影響社會(huì)中生活的人。從上世紀(jì)50年代起,廣告就被作為文化研究的對(duì)象,尤其性別研究大熱的年代,廣告中的性別形象分析成了熱門研究。性別不僅僅是個(gè)人社會(huì)身份的一部分,而且是社會(huì)結(jié)構(gòu)。從解構(gòu)主義的觀點(diǎn)看,性別身份以及男性氣質(zhì)和女性氣質(zhì)的區(qū)分都是文化建構(gòu)的結(jié)果,廣告作為一種話語形式也參與性別身份的建構(gòu)。在現(xiàn)在這個(gè)被稱為第三次女性解放運(yùn)動(dòng)的時(shí)代,廣告作為大眾媒體的一員也被以各種方式解讀,但是大多研究都把重點(diǎn)放在證明廣告對(duì)刻板印象的鞏固作用,以及這些刻畫對(duì)用戶的影響上,而沒有更多關(guān)注廣告刻畫的性別形象的變化。本文為了回答日本廣告中刻畫的性別形象到底有沒有變化、具體哪些內(nèi)容有變化、怎樣評(píng)價(jià)這些變化等問題,對(duì)日本2000年到2015年16年間的廣告做了內(nèi)容和量化分析。數(shù)據(jù)來源是日本東京文案俱樂部(TCC)里的數(shù)據(jù)庫,總共獲取近14000多條廣告文案,通過著名社會(huì)性別學(xué)者瑞文·康奈爾的分類方式進(jìn)行性別類型歸類,觀察每個(gè)類別的變化,然后聯(lián)系當(dāng)時(shí)的社會(huì)和歷史背景對(duì)變化進(jìn)行解釋。在得到這些總體變化后,對(duì)個(gè)別案例抽取,進(jìn)行進(jìn)一步內(nèi)容分析,考察“新女性”和“新男性”兩個(gè)類別的具體內(nèi)容,評(píng)估廣告中性別形象改變是否有價(jià)值,以及這些變化與康奈爾分析的原因是否相符。最后依據(jù)康奈爾的性別權(quán)利模型構(gòu)建廣告中的性別權(quán)力結(jié)構(gòu)。本研究研究方法有三個(gè)特點(diǎn)。其一:用16年的數(shù)據(jù)庫進(jìn)行量化分析,以求歷史視角和客觀性。其二:將男性特質(zhì)和女性特質(zhì)同時(shí)考察,因?yàn)檫@兩種性別特質(zhì)是彼此依存,并且界限是在變化的,所以兩方同時(shí)考察,有助于互為參照,也只有這樣才能建立最后的性別權(quán)力結(jié)構(gòu)。其三:量化研究融入內(nèi)容分析,這是一個(gè)嘗試,為了避免見林不見樹或者見樹不見林,在看到總體趨勢(shì)后,看特殊個(gè)例。通過研究,發(fā)現(xiàn)過去16年日本廣告的性別形象分布出現(xiàn)了很大變化,一般性別研究所認(rèn)為的刻板女性和男性形象都在減少,反而是被認(rèn)為是“少數(shù)”的“新女性”和“新男性”形象在增加,而且從脾氣?性格?外形?觀點(diǎn)?能力等特點(diǎn)上看,“新女性”和“新男性”的屬性趨同。這是性別認(rèn)知的一個(gè)新進(jìn)展。并且這一改變由男女勞動(dòng)、權(quán)利、情感三方面關(guān)系的改變導(dǎo)致,這個(gè)觀察也驗(yàn)證了康奈爾的社會(huì)性別理論。但是從性別和不同話題的關(guān)聯(lián)等內(nèi)容看,“新女性”和“新男性”并沒有改變性別表現(xiàn)的主要內(nèi)容,他們沿襲著以往女性和男性的特質(zhì)。這反映廣告性別表現(xiàn)守舊的一面。最后,如今日本廣告里呈現(xiàn)的性別權(quán)力結(jié)構(gòu)與康奈爾上世紀(jì)建立的有所不同,模糊的中間帶變?yōu)橹黧w。
[Abstract]:In the information age, we are surrounded by countless advertisements every day. The contents of the advertisements draw on the cognition of modern society and also affect the people living in the society. Since -50s, advertising has been regarded as the object of cultural research. Especially in the era of great popularity of gender research, gender image analysis in advertising has become a hot research. Gender is not only a part of individual social identity, but also a social structure. From the perspective of deconstruction, gender is not only a part of social identity, but also a social structure. The distinction between gender identity and masculinity and femininity is the result of cultural construction. Advertising, as a form of discourse, also participates in the construction of gender identity. Advertising as a member of the mass media has also been interpreted in a variety of ways, but most studies have focused on proving the role of advertising in consolidating stereotypes and the impact of these portrayals on users. In order to answer questions such as whether the gender image depicted in Japanese advertisements has changed, what specific contents have changed, how to evaluate these changes, etc. The contents and quantitative analysis of Japan's advertisements from 2000 to 2015 were carried out. The data source is a database in the Tokyo copy Club of Japan, which has obtained more than 14000 copies of advertising documents. So we sort out the gender types through the classification of the famous gender scholar, Raven Cornell, and look at the changes in each category, and then explain the changes in terms of the social and historical context of the time. In order to evaluate the value of the gender image change in advertising, a further content analysis was conducted to examine the specific contents of the two categories of "new women" and "new men". Finally, according to Cornell's gender rights model, the structure of gender power in advertising is constructed. This research method has three characteristics. The second is to look at both male and female traits at the same time, because the two gender traits are interdependent and the boundaries are changing, so it helps to look at each other at the same time. It is only in this way that the final gender power structure can be established. Third, quantitative research is integrated into content analysis, which is an attempt to avoid seeing a forest without a tree or a tree without a forest, and after seeing the overall trend, look at a special case. It is found that the distribution of gender images in Japanese advertising has changed greatly over the past 16 years, and that the stereotypical images of both women and men in the general gender research institute are decreasing. But is it considered a "minority" of "new women" and "new men" images on the rise, and from the temper? Character? Shape? Point of view? In terms of abilities and other characteristics, the attributes of "new women" and "new men" converge. This is a new development in gender cognition, and this change is caused by the changes in the relationships among men and women's labor, rights, and emotions. This observation also validates Cornell's gender theory. But in terms of gender and the relevance of different topics, "new women" and "new men" do not change the main content of gender performance. They follow the characteristics of women and men in the past. This reflects the old-fashioned gender performance in advertising. Finally, the gender power structure in Japanese advertising is different from the one established by Cornell in 0th century, with the vague middle zone becoming the main body.
【學(xué)位授予單位】：上海外國語大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F713.8;C913.14

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本文編號(hào)：1623430