本文選題：電視廣告 + 女性形象��； 參考：《曲阜師范大學(xué)》2008年碩士論文

【摘要】： 隨著科學(xué)技術(shù)的飛速發(fā)展,大眾傳播媒體對于人們的影響也愈加深刻,其中,電視廣告借助于電視媒體寬泛的覆蓋面和豐富多彩的視聽語言,對大眾的消費(fèi)理念乃至整個(gè)社會(huì)文化價(jià)值起著越來越強(qiáng)的誘導(dǎo)和影響作用。然而,在男權(quán)思想統(tǒng)治幾千年的歷史背景下,各國電視廣告中存在很多充滿偏見和貶損女性形象的現(xiàn)象,此類廣告的滋生又進(jìn)一步加深了社會(huì)對于女性的歧視現(xiàn)象。隨著社會(huì)文化的進(jìn)步和女性意識的增強(qiáng),如何利用電視廣告來塑造良好的現(xiàn)代女性形象成為擺在我們面前的一項(xiàng)重要課題,這也正是本文寫作的主要目的。 筆者在查閱大量的國內(nèi)外研究成果和重要文獻(xiàn)的基礎(chǔ)上,首先對電視廣告中出現(xiàn)的女性形象進(jìn)行梳理和比較,然后運(yùn)用調(diào)查、歸納與總結(jié)的方法,通過對電視廣告中女性形象、的現(xiàn)狀及存在的問題分析,結(jié)合相關(guān)理論找出其中具體問題產(chǎn)生的原因,并根據(jù)分析的結(jié)果提出相應(yīng)的建議和解決方案,進(jìn)而對電視廣告如何塑造良好女性形象進(jìn)行深入探討和詳細(xì)論述。 本文前言部分提出了論文選題意義、課題的國內(nèi)外研究現(xiàn)狀、研究方法、論文研究的基本框架等;第二部分是電視廣告中女性形象研究的理論支撐,主要介紹了結(jié)構(gòu)主義一符號學(xué)理論、意識形態(tài)理論、傳播學(xué)理論、社會(huì)性別理論、女權(quán)主義受眾理論等;對于第三部分,筆者結(jié)合近年來大量的電視廣告,做了較為深入的調(diào)查和統(tǒng)計(jì)工作,主要分析當(dāng)前電視廣告中的女性形象,歸納常見的女性形象類型,指出女性形象塑造的不良傾向及其影響;針對第三部分發(fā)現(xiàn)的問題,本文第四部分提出了相關(guān)對策和可行性建議:首先分析了現(xiàn)代文化發(fā)展中的女性形象,指出了現(xiàn)代女性文化的全新內(nèi)涵和女性新形象的發(fā)展方向,然后分別從電視廣告?zhèn)鞑ミ^程中的各個(gè)環(huán)節(jié)入手,探討如何塑造符合現(xiàn)代社會(huì)發(fā)展的健康良好女性形象,并進(jìn)一步在電視廣告制作環(huán)節(jié)中給出了具體的設(shè)計(jì)策略。 雖然傳統(tǒng)“男尊女卑”觀念影響下的電視廣告對于女性形象的貶損問題不可能很快得到徹底解決,但是,我們有理由相信,通過社會(huì)各階層的共同努力以及女性自身素質(zhì)和能力的提高,電視廣告中的“女性歧視”現(xiàn)象必定會(huì)逐漸消失,取而代之的將是健康良好的女性形象與和諧共處的兩性形象。
[Abstract]:With the rapid development of science and technology, the influence of mass media on people has become more and more profound. Among them, television advertising has a broad coverage and rich audio-visual language with the help of television media. It plays a more and more important role in inducing and influencing the consumption concept of the masses and even the whole social and cultural values. However, under the historical background of patriarchal ideology for thousands of years, there are many phenomena of prejudice and derogatory female image in TV advertisements in various countries, and the breeding of such advertisements further deepens the phenomenon of social discrimination against women. With the progress of social culture and the enhancement of female consciousness, how to use TV advertisement to create a good modern female image has become an important subject in front of us, which is the main purpose of this paper. On the basis of consulting a large number of domestic and foreign research results and important literature, the author first combs and compares the female images in TV advertisements, and then through the methods of investigation, induction and summary, through the television advertising images of women, According to the analysis of the current situation and the existing problems, combined with the relevant theories to find out the causes of the specific problems, and according to the results of the analysis, put forward the corresponding suggestions and solutions, Then how television advertising to create a good image of women in-depth discussion and detailed discussion. In the preface of this paper, the significance of the topic, the status quo of the research at home and abroad, the research methods, the basic framework of the thesis, etc. The second part is the theoretical support of the research on the female image in television advertising. It mainly introduces structuralist semiotics theory, ideology theory, communication theory, gender theory, feminist audience theory, etc. For the third part, the author combines a large number of television advertisements in recent years. It mainly analyzes the female image in the current TV advertisement, induces the common female image type, points out the bad tendency of the female image molding and its influence, and aims at the problems found in the third part. The fourth part of this paper puts forward the relevant countermeasures and feasible suggestions: firstly, it analyzes the female image in the development of modern culture, and points out the new connotation of modern female culture and the development direction of the new female image. Then it discusses how to build a healthy and good female image in line with the development of modern society from the aspects of TV advertisement communication and gives the concrete design strategy in the production of TV advertisement. Although the traditional idea of "male superiority" under the influence of television ads on the image of women can not be completely resolved, but we have reason to believe, Through the joint efforts of all social strata and the improvement of women's own quality and ability, the phenomenon of "female discrimination" in TV advertisements will disappear gradually, and will be replaced by a healthy and good female image and a harmonious co-existing image of both sexes.
【學(xué)位授予單位】：曲阜師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：J905

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前2條

1 付一茹;中西女性消費(fèi)品廣告中女性形象對比研究[D];湖北工業(yè)大學(xué);2011年

2 鄭妍;廣告中的女性形象的文化意義分析[D];南京理工大學(xué);2012年

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本文編號：1891433