【摘要】： 隨著現(xiàn)代社會(huì)的進(jìn)步和廣告業(yè)自身的發(fā)展,廣告信息傳播的影響已遠(yuǎn)遠(yuǎn)超出了經(jīng)濟(jì)和商業(yè)的范疇,其觸角已深深地進(jìn)入大眾的生活之中,成為一種大眾性的商業(yè)文化現(xiàn)象。但是由于商業(yè)廣告的功利性和廣告?zhèn)鞑フ呷狈ι鐣?huì)責(zé)任感等原因,我國(guó)廣告?zhèn)鞑ブ写嬖谥孕蜗筚H損問題,深入探討商業(yè)廣告中女性形象的塑造問題已成為當(dāng)務(wù)之急。目前,已有的研究更多注重中觀及微觀的層次,即多從廣告設(shè)計(jì)風(fēng)格及一些具體的廣告作品做出相關(guān)論述和研究,而從如何提升商業(yè)廣告中女性形象的角度來立足的成果尚不多見,如何在保證廣告?zhèn)鞑セ灸康暮妥谥嫉那疤嵯?更好地在廣告實(shí)踐中提升被貶損的女性形象,還需要進(jìn)行深入的學(xué)術(shù)研究,這正是本文所要進(jìn)行的嘗試。 本文力圖從理論上界定商業(yè)廣告中女性形象貶損的概念,闡釋清廣告的商業(yè)目的與塑造女性形象之間的關(guān)系,從理性的角度分析廣告中女性形象的現(xiàn)狀,尤其是女性形象在廣告?zhèn)鞑ブ械馁H損現(xiàn)象。商業(yè)廣告中對(duì)女性的貶損主要表現(xiàn)在商業(yè)廣告中對(duì)女性的輕視、歧視、丑化和侮辱等幾個(gè)方面。同時(shí),由于商業(yè)廣告已經(jīng)滲透到生活的方方面面,其中對(duì)女性形象的貶損也會(huì)對(duì)受眾和社會(huì)造成諸多不良影響,如誤導(dǎo)消費(fèi)觀念、傷害受眾心靈、固化性別差異和妨礙社會(huì)和諧等。 針對(duì)商業(yè)廣告中存在的女性形象貶損問題,本文從四個(gè)方面深入探討了其產(chǎn)生的原因,分別是文化原因、經(jīng)濟(jì)原因、道德原因和法規(guī)原因。通過深入分析商業(yè)廣告女性現(xiàn)象貶損的原因,本文從提升商業(yè)廣告中女性形象的角度,提出了相應(yīng)的商業(yè)廣告中女性形象的提升策略,旨在尋求商業(yè)廣告商業(yè)利益和社會(huì)效益兼顧的途徑。提升商業(yè)廣告中女性形象可以從以下方面著手:第一、廣告主必須增強(qiáng)性別意識(shí);第二、廣告公司應(yīng)該擴(kuò)展創(chuàng)意主題;第三、廣告媒體積極重塑女性形象;第四、第三方與受眾增加檢測(cè)和監(jiān)督;第五、廣告行業(yè)監(jiān)管部門建立性別評(píng)估機(jī)制;第六、廣告學(xué)術(shù)界重視女性的均衡力量。
[Abstract]:With the progress of modern society and the development of advertising industry itself, the influence of advertising information dissemination has far exceeded the scope of economy and commerce, and its tentacles have deeply entered into the life of the public and become a kind of popular commercial culture phenomenon. However, due to the utilitarianism of commercial advertising and the lack of social responsibility of advertising communicators, there is a problem of female image derogation in advertising communication in China. It has become an urgent matter to explore the shaping of female image in commercial advertising. At present, the existing research has paid more attention to the meso and micro levels, that is, from the advertising design style and some specific advertising works to make the relevant discussion and research. However, there are few achievements from the angle of how to promote the female image in the commercial advertisement, how to promote the derogatory female image in the advertising practice better on the premise of ensuring the basic purpose and purpose of advertising communication, There is also a need for in-depth academic research, which is exactly the attempt of this paper. This paper tries to define the concept of female image derogation in commercial advertising theoretically, to explain the relationship between the commercial purpose of Qing advertising and the creation of female image, and to analyze the present situation of female image in advertising from a rational point of view. Especially the derogatory phenomenon of female image in advertising communication. The derogation of women in commercial advertisements is mainly reflected in the contempt, discrimination, negative stereotyping and insult of women in commercial advertisements. At the same time, since commercial advertisements have penetrated into all aspects of life, the derogation of female images will also have a lot of adverse effects on the audience and the society, such as misleading consumption concepts, hurting the hearts of the audience. Solidify gender differences and hinder social harmony. In view of the problem of female image derogation in commercial advertisements, this paper probes into the causes of female image derogation from four aspects, namely, cultural reason, economic reason, moral reason and legal reason. Through in-depth analysis of the reasons for the derogatory phenomenon of women in commercial advertising, this paper puts forward the corresponding strategies to promote the female image in commercial advertising from the angle of promoting the female image in commercial advertising. In order to seek commercial advertising commercial interests and social benefits of the way. The promotion of female image in commercial advertising can be started from the following aspects: first, advertisers must enhance gender awareness; second, advertising agencies should expand creative themes; third, advertising media actively reshape female image; fourth, Third parties and audience to increase detection and supervision; fifth, advertising industry regulatory department to establish a gender evaluation mechanism; sixth, advertising academic attention to the balanced power of women.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：F713.8

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前3條

1 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

2 高彤彤;商業(yè)網(wǎng)站圖片對(duì)女性形象呈現(xiàn)的倫理問題分析[D];黑龍江大學(xué);2012年

3 林家琦;從定位理論反觀我國(guó)電視廣告女性形象[D];江西師范大學(xué);2012年

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本文編號(hào)：2220512