透视二十世纪初期食品广告对美国妇女的定位及策略
发布时间：2018-07-17 21:09
【摘要】：随着第二次工业革命的到来,美国由传统的农业国家转变成工业国家,人民的生活方式也随之发生重大的变化。男性外出工作,女性则负责操持家事,照顾孩子。十九世纪初期的美国女性没有选举权,已婚妇女没有财产权等。工业化的发展,人口的增加,以及城市化的发展,为美国消费社会铺平了道路,女性由传统的生产者转变为消费者。与此同时,广告业得以得到极大的发展。 二十世纪初期,越来越多的女性接受教育,参加工作,并参与一定的政治活动。工业社会的产生,也带来了一定的社会问题。如食品安全问题,童工问题。妇女积极各种参与组织来改良由此产生的社会问题并要求有同等的选举权。而食品广告仍然将女性定位成传统妇女的角色。随着妇女运动的开展,食品广告一方面不能忽视女性对自由,平等的追求,另一方面食品广告商们仍然希望女性从事传统的操持家事,照顾孩子的角色。因此,食品广告商们利用妇女女权运动以及第一次世界大战来宣扬女性可以通过消费获得自由,并且宣扬女性作为家庭主妇支持了战争。而忽视她们积极参与第一次世界大战所做出的各种努力。
[Abstract]:With the arrival of the second Industrial Revolution, the United States changed from a traditional agricultural country to an industrial country, and the people's way of life changed greatly. Men go out to work, while women take care of their families and take care of their children. In the early nineteenth century, American women did not have the right to vote, married women had no property rights, and so on. The development of industrialization, the increase of population, and the development of urbanization have paved the way for American consumer society, and women have changed from traditional producers to consumers. At the same time, the advertising industry has been greatly developed. In the early twentieth century, more and more women were educated, employed, and engaged in certain political activities. The emergence of industrial society has also brought about certain social problems. For example, food safety, child labor. Women are active in various organizations to improve the resulting social problems and demand equal voting rights. Food advertisements still position women as traditional women. With the development of women's movement, food advertising can not ignore the women's pursuit of freedom and equality, on the other hand, food advertisers still want women to engage in the traditional role of taking care of children. As a result, food advertisers have used women's feminism and World War I to promote women's freedom to consume and women's support for war as housewives. And ignore their active participation in World War I efforts.
【学位授予单位】：四川外语学院
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：K712
本文编号：2130941
[Abstract]:With the arrival of the second Industrial Revolution, the United States changed from a traditional agricultural country to an industrial country, and the people's way of life changed greatly. Men go out to work, while women take care of their families and take care of their children. In the early nineteenth century, American women did not have the right to vote, married women had no property rights, and so on. The development of industrialization, the increase of population, and the development of urbanization have paved the way for American consumer society, and women have changed from traditional producers to consumers. At the same time, the advertising industry has been greatly developed. In the early twentieth century, more and more women were educated, employed, and engaged in certain political activities. The emergence of industrial society has also brought about certain social problems. For example, food safety, child labor. Women are active in various organizations to improve the resulting social problems and demand equal voting rights. Food advertisements still position women as traditional women. With the development of women's movement, food advertising can not ignore the women's pursuit of freedom and equality, on the other hand, food advertisers still want women to engage in the traditional role of taking care of children. As a result, food advertisers have used women's feminism and World War I to promote women's freedom to consume and women's support for war as housewives. And ignore their active participation in World War I efforts.
【学位授予单位】：四川外语学院
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：K712
【参考文献】
相关期刊论文 前1条
1 潘小松;美国消费主义的起源[J];博览群书;2004年07期
，本文编号：2130941
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