商业广告中女性形象贬损探析
发布时间：2018-09-03 16:20
【摘要】： 随着现代社会的进步和广告业自身的发展,广告信息传播的影响已远远超出了经济和商业的范畴,其触角已深深地进入大众的生活之中,成为一种大众性的商业文化现象。但是由于商业广告的功利性和广告传播者缺乏社会责任感等原因,我国广告传播中存在着女性形象贬损问题,深入探讨商业广告中女性形象的塑造问题已成为当务之急。目前,已有的研究更多注重中观及微观的层次,即多从广告设计风格及一些具体的广告作品做出相关论述和研究,而从如何提升商业广告中女性形象的角度来立足的成果尚不多见,如何在保证广告传播基本目的和宗旨的前提下,更好地在广告实践中提升被贬损的女性形象,还需要进行深入的学术研究,这正是本文所要进行的尝试。 本文力图从理论上界定商业广告中女性形象贬损的概念,阐释清广告的商业目的与塑造女性形象之间的关系,从理性的角度分析广告中女性形象的现状,尤其是女性形象在广告传播中的贬损现象。商业广告中对女性的贬损主要表现在商业广告中对女性的轻视、歧视、丑化和侮辱等几个方面。同时,由于商业广告已经渗透到生活的方方面面,其中对女性形象的贬损也会对受众和社会造成诸多不良影响,如误导消费观念、伤害受众心灵、固化性别差异和妨碍社会和谐等。 针对商业广告中存在的女性形象贬损问题,本文从四个方面深入探讨了其产生的原因,分别是文化原因、经济原因、道德原因和法规原因。通过深入分析商业广告女性现象贬损的原因,本文从提升商业广告中女性形象的角度,提出了相应的商业广告中女性形象的提升策略,旨在寻求商业广告商业利益和社会效益兼顾的途径。提升商业广告中女性形象可以从以下方面着手:第一、广告主必须增强性别意识;第二、广告公司应该扩展创意主题;第三、广告媒体积极重塑女性形象;第四、第三方与受众增加检测和监督;第五、广告行业监管部门建立性别评估机制;第六、广告学术界重视女性的均衡力量。
[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.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F713.8
本文编号：2220512
[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.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F713.8
【引证文献】
相关硕士学位论文 前3条
1 郑妍;广告中的女性形象的文化意义分析[D];南京理工大学;2012年
2 高彤彤;商业网站图片对女性形象呈现的伦理问题分析[D];黑龙江大学;2012年
3 林家琦;从定位理论反观我国电视广告女性形象[D];江西师范大学;2012年
，本文编号：2220512
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