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随着妇女社会地位的提升,女性消费品广告成为热门的研究话题。借助跨文化交际理论比较分析中西方女性消费品广告中的女性形象有助于更好地了解在不同文化背景下女性社会地位与社会价值的变化和异同:女性消费品广告中的女性形象从一定程度上改变了过去的刻板化,并逐步向多元化发展。无论是在中国还是西方,广告中的女性形象与社会上的女性真实形象依然存在一定偏差,由于女性解放运动和文化差异等因素,中国相较西方偏差更为严重。要消除这种偏差还需要女性自身素质的提高、大众传媒的正确引向和社会性别文化的健康发展。
With the advancement of women’s social status, women’s consumer goods advertising has become a hot topic of research. Using the theory of cross-cultural communication to compare women’s images in Chinese and Western women’s consumer goods advertising helps to better understand the changes and similarities of women’s social status and social values in different cultural contexts: female images in female consumer goods advertisements to a certain extent Changed the stereotypes of the past and gradually developed towards diversification. Whether in China or in the West, female images in advertisements still have certain deviations from the true image of women in society. Due to factors such as women’s liberation movement and cultural differences, China’s deviation from the West is more serious. To eliminate this kind of deviation also requires the improvement of women’s own quality, the correct direction of the mass media, and the healthy development of gender culture.