从“第一性”到“第二性”：中国广告中男性概念的缺失

发布时间：2018-03-31 07:22

本文选题：广告传播　切入点：男性概念　出处：《吉林大学》2008年硕士论文

【摘要】： 女性主义的发展使得女性在文学和艺术等各个方面得到了前所未有的关注,女性的地位和境遇成为学术研究的焦点。然而,这种炙热化的研究也直接导致男性遭到忽视和冷遇。实际上女性发展中的问题在男性身上也同样存在,只是表现得更为潜隐,在广告传播这一领域也逐渐凸显出来:男性实则由传统社会学意义上的“第一性”沦为“第二性”,成为女性的附属,没有像女性那样得到更多的关注和理解,这一文化现象值得深思。本文试图站在男女两性平等的立场上来进行不带有性别偏执的批评与分析,重新审视男性在广告中的性别呈现,分析男性为什么由传统意义上的“第一性”而在广告中沦为实际意义上的“第二性”,这是不仅广告中的一种普遍现象,同时也折射了当前性别研究中存在的一些问题。从序言开始导入男性遭遇冷落的文化现象,第一章简要叙述了社会学上男性作为“第一性”的发展历史和现状表现,紧接着第二章便提出男性在广告中已经从中心位置推到了边缘,第三章和第四章根据性别研究的成果进行消化整理,并从文化、商业、消费以及大众传媒等四个维度去深度剖析男性从“第一性”到“第二性”的原因,从而引发对商业与文化的关系、媒介生存等问题的思考。最后,本文将对两性关系、广告的创意表现以及释放男性消费潜力等方面分析男性研究的重要意义。
[Abstract]:With the development of feminism, women have received unprecedented attention in literature and art, and the status and circumstances of women have become the focus of academic research.However, this hot research also directly led to the neglect and cold reception of men.As a matter of fact, the problem of female development also exists in men, but it is more latent. In the field of advertising communication, the problem of "primary" in the traditional sociological sense is becoming "secondary".This cultural phenomenon is worth pondering over when it becomes a subsidiary of women and does not get more attention and understanding as women do.This paper attempts to make criticism and analysis without gender bigotry on the basis of gender equality between men and women, and to re-examine the gender representation of men in advertisements.It is not only a universal phenomenon in advertising, but also a reflection of some problems existing in current gender studies, to analyze why men become "secondary" in the actual sense of advertising instead of "primary" in the traditional sense.From the preface, the cultural phenomenon of male being neglected is introduced. The first chapter briefly narrates the development history and present situation of male as "primary sex" in sociology.Then the second chapter points out that the male has been pushed from the center to the edge in the advertisement, the third and fourth chapters are digested according to the results of the gender research, and from the culture, the business,Consumption and mass media are four dimensions to analyze the causes of male from "primary" to "secondary", which leads to the consideration of the relationship between business and culture, the survival of media and so on.Finally, this paper will analyze the significance of male research on gender relations, creative performance of advertising and release of male consumption potential.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F713.8

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