电视广告中的女性形象研究

发布时间：2018-05-15 06:52

本文选题：电视广告 + 女性形象　；参考：《曲阜师范大学》2008年硕士论文

【摘要】： 随着科学技术的飞速发展,大众传播媒体对于人们的影响也愈加深刻,其中,电视广告借助于电视媒体宽泛的覆盖面和丰富多彩的视听语言,对大众的消费理念乃至整个社会文化价值起着越来越强的诱导和影响作用。然而,在男权思想统治几千年的历史背景下,各国电视广告中存在很多充满偏见和贬损女性形象的现象,此类广告的滋生又进一步加深了社会对于女性的歧视现象。随着社会文化的进步和女性意识的增强,如何利用电视广告来塑造良好的现代女性形象成为摆在我们面前的一项重要课题,这也正是本文写作的主要目的。笔者在查阅大量的国内外研究成果和重要文献的基础上,首先对电视广告中出现的女性形象进行梳理和比较,然后运用调查、归纳与总结的方法,通过对电视广告中女性形象、的现状及存在的问题分析,结合相关理论找出其中具体问题产生的原因,并根据分析的结果提出相应的建议和解决方案,进而对电视广告如何塑造良好女性形象进行深入探讨和详细论述。本文前言部分提出了论文选题意义、课题的国内外研究现状、研究方法、论文研究的基本框架等;第二部分是电视广告中女性形象研究的理论支撑,主要介绍了结构主义一符号学理论、意识形态理论、传播学理论、社会性别理论、女权主义受众理论等;对于第三部分,笔者结合近年来大量的电视广告,做了较为深入的调查和统计工作,主要分析当前电视广告中的女性形象,归纳常见的女性形象类型,指出女性形象塑造的不良倾向及其影响;针对第三部分发现的问题,本文第四部分提出了相关对策和可行性建议:首先分析了现代文化发展中的女性形象,指出了现代女性文化的全新内涵和女性新形象的发展方向,然后分别从电视广告传播过程中的各个环节入手,探讨如何塑造符合现代社会发展的健康良好女性形象,并进一步在电视广告制作环节中给出了具体的设计策略。虽然传统“男尊女卑”观念影响下的电视广告对于女性形象的贬损问题不可能很快得到彻底解决,但是,我们有理由相信,通过社会各阶层的共同努力以及女性自身素质和能力的提高,电视广告中的“女性歧视”现象必定会逐渐消失,取而代之的将是健康良好的女性形象与和谐共处的两性形象。
[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.
【学位授予单位】：曲阜师范大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：J905

【引证文献】