论文部分内容阅读
当今,审美泛化现象日益明显,为商业广告中女性形象的塑造提供了机遇和挑战。客观地解读当今社会商业广告作品中存在的局限性,将现实生活中真实存在的富有“人性美”的女性群体引入广告中是十分有必要的,也将为商业广告中女性形象的重塑提供一个全新的视角。打破不平等的性别格局,塑造独立自主的新女性形象;突破完美女性形象的框架,重塑具有生活气息的真实的女性形象;冲破单一的表象美的理念,描摹多样化的女性形象,将成为审美泛化背景下重塑商业广告中女性形象的三条出路。
Nowadays, the phenomenon of aesthetic generalization is increasingly obvious, which provides opportunities and challenges for the shaping of female images in commercial advertisements. To objectively interpret the limitations of commercial advertising in today’s society and to introduce real-life, rich and “beautiful women” into advertising is also necessary for the commercialization of female images Plastic provides a whole new perspective. Breaking the inequality of gender pattern and shaping an independent and independent new female image; breaking through the framework of a perfect female image and reshaping a real female image with a life style; breaking through the concept of single appearance beauty and tracing the diversified female image, Three Approaches to Reshape the Female Images in Commercial Advertisements.