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一、单性化:当代电视广告中女性形象的社会定位 纵观近几年电视广告,除少数的例外,广告中女性形象可分为三大类:漂亮的姑娘、贤惠的妻子和慈祥温柔的母亲。其中漂亮姑娘通常是作为男人心仪的对象(无论是明显的还是潜在的)出现,即使和女伴一起也会以群体的方式吸引异性,而这吸引力无一不是来自于她们使用的某种产品;贤惠的妻子要么为各种家用产品作陪衬,如洗衣机、洗衣粉、调味品、方便面,并且因为使用这些产品把家务做得更好,饭菜更可口而得到丈夫称道,要么是因服用某产品而焕发出
First, the one-sex: the social positioning of the female image in contemporary television advertising Throughout television advertising in recent years, with a few exceptions, the advertising image of women can be divided into three categories: beautiful girl, virtuous wife and kind gentle mother. Of these, beautiful girls usually appear as favorite (whether obvious or potential) men and even with their female partners, they attract the opposite sex as a group, and the attraction comes from the kind of product they use ; Virtuous wife either for a variety of household products to foil, such as washing machines, washing powder, condiments, instant noodles, and because of the use of these products to do better chores, meals more delicious and get praised by her husband, either because of taking a product And glow