本文選題：中廣告 + 性別身份�。� 參考：《中央民族大學(xué)》2012年碩士論文

【摘要】：雖然中國(guó)的社會(huì)文化背景與西方大相徑庭,但體現(xiàn)在漢英廣告詞中的男女性別差異卻有著驚人的相似性。在男權(quán)文化占主導(dǎo)地位的廣告中,女性只是為了滿足男性的審美需求而存在的單純的審美對(duì)象,無(wú)法自由的表現(xiàn)自身的魅力與性格。在這些充滿了性別差異的廣告詞里,女性論為了男性的陪襯,喪失了獨(dú)立的人格和獨(dú)立的存在價(jià)值,如何滿足男人成為了其價(jià)值的體現(xiàn)。這些廣告詞在一定程度反映了社會(huì)現(xiàn)存的價(jià)值理念,是對(duì)社會(huì)上由來(lái)已久的性別歧視的反映。另外,對(duì)于已深植于社會(huì)內(nèi)層的,已經(jīng)被定性的傳統(tǒng)的男權(quán)文化,這些廣告詞也起到了傳播、累積和鞏固的作用,不利于男女平等的實(shí)現(xiàn)。從這個(gè)角度出發(fā),我們需要用社會(huì)性別的批評(píng)眼光對(duì)英漢廣告進(jìn)行審視,對(duì)那些被我們認(rèn)為是理所應(yīng)當(dāng)?shù)纳鐣?huì)現(xiàn)象進(jìn)行反省,從而提高公眾對(duì)性別的敏感程度,降低漢英廣告詞在傳統(tǒng)性別成見(jiàn)的建構(gòu)過(guò)程中的影響,達(dá)到促進(jìn)社會(huì)的性別平等的目的。 本論文采用案例分析法,將中文廣告和英文廣告放在一起進(jìn)行對(duì)比,從篇章角度對(duì)中英廣告語(yǔ)中所體現(xiàn)出的男女性別身份的指示意義進(jìn)行批判性話語(yǔ)分析,指出女性廣告語(yǔ)言華麗、意境朦朧或用詞簡(jiǎn)單易懂,將女性形象定位為‘感性’,而男性廣告客觀詳實(shí),體現(xiàn)出男性理智客觀的形象。在構(gòu)建男性身份時(shí),廣告語(yǔ)篇多選用有意識(shí)的、積極主動(dòng)的參與者；女性廣告傾向于采用無(wú)意識(shí)的、被動(dòng)和被作用的參與者。另外,將中英廣告相對(duì)比,還可以看出中國(guó)人的思維方式是“精神的”、“內(nèi)向的”、“綜合的”、“主觀的”,而西方人的思維方式是“物質(zhì)的”、“外向的”、“分析的”、“客觀的”。在過(guò)程的選擇上,男性廣告多選用物質(zhì)過(guò)程中的動(dòng)作過(guò)程,突出了男性本身所具有的的主動(dòng)性和創(chuàng)造性；很少選用關(guān)系過(guò)程,幾乎不選用心理過(guò)程,回避對(duì)其心理過(guò)程的構(gòu)建。女性廣告多選用關(guān)系過(guò)程和心理過(guò)程,表明該類語(yǔ)篇更強(qiáng)調(diào)女性的被動(dòng)性和心理的內(nèi)在性,而對(duì)屬性的強(qiáng)調(diào)使女性身份呈現(xiàn)出物化傾向。 通過(guò)對(duì)廣告中圖式和意識(shí)形態(tài)的分析,體現(xiàn)出在廣告中存在的男女性別固定模式。廣告中的女性常常被定型為從屬于男性的依附者產(chǎn)品的點(diǎn)綴或男士的性對(duì)象；而廣告中的男性則常被描繪為社會(huì)上具有創(chuàng)造性行為的開拓者、成功人士,在兩性關(guān)系中,處于主導(dǎo)地位。同時(shí)本文同時(shí)分析了中英廣告性別身份在構(gòu)建的過(guò)程中所受到的社會(huì)意識(shí)形態(tài)的影響,指出廣告可以幫助確立社會(huì)男女性別身份,在一定程度上,我們可以利用廣告消除社會(huì)中存在的性別歧視。
[Abstract]:Although the social and cultural backgrounds in China are quite different from those in the West, there are striking similarities between the gender differences between men and women embodied in Chinese and English advertising words. In the dominant advertising of male domination culture, women are only simple aesthetic objects to meet the aesthetic needs of men, and can not freely express their charm and character. In these advertising words which are full of gender difference, the female theory loses the independent personality and independent existence value for the sake of the male, and how to satisfy the man becomes the embodiment of its value. To a certain extent, these advertisements reflect the existing social values, and reflect the long-standing gender discrimination in society. In addition, for the traditional patriarchal culture, which has been deeply rooted in the inner layer of society and has been characterized, these advertising words also play a role in spreading, accumulating and consolidating, which is not conducive to the realization of equality between men and women. From this point of view, we need to examine English and Chinese advertisements with a critical view of gender and reflect on social phenomena that we take for granted, so as to increase the public's gender sensitivity. To reduce the influence of Chinese and English advertising words in the construction of traditional gender stereotypes and to promote gender equality in society. This thesis uses the case analysis method to compare Chinese and English advertisements, and makes a critical discourse analysis on the indicative meaning of gender identity in Chinese and English advertising language from the perspective of text. It is pointed out that the female advertising language is gorgeous, the artistic conception is hazy or the words are simple and easy to understand, and the female image is defined as sensibility, while the male advertisement is objective and detailed, which reflects the rational and objective image of the male. In the construction of male identity, conscious and active participants are used in advertising discourse, while female advertisements tend to adopt unconscious, passive and affected participants. In addition, by comparing Chinese and British advertisements, we can see that the Chinese way of thinking is "spiritual", "introverted", "comprehensive" and "subjective", while the western way of thinking is "material" and "extroverted". "Analytical," objective. " In the choice of process, the male advertisement mostly selects the action process in the material process, which highlights the initiative and creativity of the male itself; rarely selects the relational process, almost does not choose the psychological process, avoids the construction of the psychological process. Female advertising mainly chooses the process of relation and psychology, which indicates that this kind of discourse emphasizes women's passivity and psychological internality, while the emphasis on attributes makes women's identity materialized. Through the analysis of schemata and ideology in advertisements, the gender fixed pattern of men and women in advertisements is embodied. Women in advertisements are often stereotyped as embellishment of dependent products of men or sexual objects of men, while men in advertisements are often portrayed as pioneers of creative behaviour in society, successful persons, in sexual relations, Be in a dominant position. At the same time, this paper analyzes the influence of social ideology on the gender identity of Chinese and English advertising, and points out that advertising can help establish the gender identity of men and women in society, to a certain extent, We can use advertising to eliminate sexism in society.
【學(xué)位授予單位】：中央民族大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：H315;H15

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本文編號(hào)：1914424