中英广告中的性别身份差异

发布时间：2018-05-20 11:25

本文选题：中广告 + 性别身份　；参考：《中央民族大学》2012年硕士论文

【摘要】：虽然中国的社会文化背景与西方大相径庭,但体现在汉英广告词中的男女性别差异却有着惊人的相似性。在男权文化占主导地位的广告中,女性只是为了满足男性的审美需求而存在的单纯的审美对象,无法自由的表现自身的魅力与性格。在这些充满了性别差异的广告词里,女性论为了男性的陪衬,丧失了独立的人格和独立的存在价值,如何满足男人成为了其价值的体现。这些广告词在一定程度反映了社会现存的价值理念,是对社会上由来已久的性别歧视的反映。另外,对于已深植于社会内层的,已经被定性的传统的男权文化,这些广告词也起到了传播、累积和巩固的作用,不利于男女平等的实现。从这个角度出发,我们需要用社会性别的批评眼光对英汉广告进行审视,对那些被我们认为是理所应当的社会现象进行反省,从而提高公众对性别的敏感程度,降低汉英广告词在传统性别成见的建构过程中的影响,达到促进社会的性别平等的目的。本论文采用案例分析法,将中文广告和英文广告放在一起进行对比,从篇章角度对中英广告语中所体现出的男女性别身份的指示意义进行批判性话语分析,指出女性广告语言华丽、意境朦胧或用词简单易懂,将女性形象定位为‘感性’,而男性广告客观详实,体现出男性理智客观的形象。在构建男性身份时,广告语篇多选用有意识的、积极主动的参与者；女性广告倾向于采用无意识的、被动和被作用的参与者。另外,将中英广告相对比,还可以看出中国人的思维方式是“精神的”、“内向的”、“综合的”、“主观的”,而西方人的思维方式是“物质的”、“外向的”、“分析的”、“客观的”。在过程的选择上,男性广告多选用物质过程中的动作过程,突出了男性本身所具有的的主动性和创造性；很少选用关系过程,几乎不选用心理过程,回避对其心理过程的构建。女性广告多选用关系过程和心理过程,表明该类语篇更强调女性的被动性和心理的内在性,而对属性的强调使女性身份呈现出物化倾向。通过对广告中图式和意识形态的分析,体现出在广告中存在的男女性别固定模式。广告中的女性常常被定型为从属于男性的依附者产品的点缀或男士的性对象；而广告中的男性则常被描绘为社会上具有创造性行为的开拓者、成功人士,在两性关系中,处于主导地位。同时本文同时分析了中英广告性别身份在构建的过程中所受到的社会意识形态的影响,指出广告可以帮助确立社会男女性别身份,在一定程度上,我们可以利用广告消除社会中存在的性别歧视。
[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.
【学位授予单位】：中央民族大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H315;H15

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