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广告作为一种社会文化,其中蕴含的意识形态具有一定的教化功能,潜移默化的影响着人们的生活方式和消费观念。广告中的女性形象一定程度上体现了现实社会女性性别角色的定位及价值规范。本文分别从广告中的女性身体形象被切割物化、性别形象暧昧化、社会形象传统化、及审美形象刻板化四个角度探析广告中意识形态的运作方式及男性霸权如何与广告合谋。广告形象是考察当代大众文化现象的指向标,因此研究广告中的性别权利关系具有一定的重要性和必要性。
Advertising as a social culture, which contains the ideology has a certain educational function, subtle influence on people’s way of life and consumer attitudes. To some extent, the image of women in the advertisements embodies the positioning and value norms of the female gender roles in the real society. This article explores the mode of operation of ideology in advertising and how male supremacy and conspiracy of advertisement from four perspectives: materialization of female body in advertisement, vagueness of gender image, socialization of traditional image and aesthetic stereotype. Advertising image is the target of examining the phenomenon of contemporary mass culture. Therefore, it is of great importance and necessity to study the relationship of gender rights in advertisements.