现代广告中的女性形象分析

2024年3月26日发(作者：二年级新年手抄报)

目录

一、女性形象在当代广告中的表现 ............................................ ３

（一）贤妻良母型 ............................................................................................................................................................................................................... ３

（二）小鸟依人型 ............................................................................................................................................................................................................... ４

（三）秘书助手型 ............................................................................................................................................................................................................... ４

（四）性感美女型 ............................................................................................................................................................................................................... ４

二、现代广告女性形象形成的原因 ............................................ ５

（一）受中国传统的社会历史文化的影响 ....................................................................................................................................................................... ５

（二）大众文化的通俗性和趋众性 ................................................................................................................................................................................... ５

（三）商业化和市场的压力 ............................................................................................................................................................................................... ６

（四）相关法律法规不健全 ............................................................................................................................................................................................... ６

三、改进广告中女性形象的途径 .............................................. ７

（一）广告主在制作广告时的注意事项 ........................................................................................................................................................................... ７

1.要运用恰当不能喧宾夺主

...........................................................................................................................................................................................

７

2.要有高尚的审美情趣

...................................................................................................................................................................................................

７

（二）受众应受到性别意识的培训 ................................................................................................................................................................................... ７

（三）媒体应加强性别责任意识 ....................................................................................................................................................................................... ８

1.政府建立传媒性别审查制度

.......................................................................................................................................................................................

８

2.媒体建立管理自律机制

...............................................................................................................................................................................................

８

3.媒体从业人员应增强社会性别意识

............................................................................................................................................................................

９

（四）女性自身建立评估和监督机制 ............................................................................................................................................................................... ９

参考文献 .................................................................. ９

ABSTRACT MODERN ADVERTISING ON PEOPLE'S DAILY LIFE PLAYS AN INVALUABLE ROLE, BUT

WOMEN IN THE MEDIA IMAGE ADS ARE MOSTLY MALE ORIENTED PRODUCT OF VISUAL CULTURE,

WHETHER AS A METAPHOR OR IMAGE OF A BEAUTIFUL IMAGE, THE IMAGE OF WOMEN ACTUALLY

MATERIALIZED AND SPATIALIZATION. CHANGE THE FEMALE IMAGES CONTEMPORARY

ADVERTISEMENTS, WILL BREAK ENTRENCHED MALE-CENTERED CULTURE, GENDER CONSCIOUSNESS

OF THE AUDIENCE SHOULD RECEIVE TRAINING SHOULD BE STRENGTHENED, AND THE MEDIA, AND

GENDER SENSE OF RESPONSIBILITY, CAN ESTABLISH A DIVERSIFIED MEDIA, TO THE EXISTING

EVALUATION MECHANISM OF SEX DISCRIMINATION MEDIA AND ADVERTISING COMPANY ADOPT

FLATLY MEASURES. ..................................................... １０

０

KEYWORDS FEMALE IMAGE TRADITIONAL CULTURE GENDER CONSCIOUSNESS OF ESPONSIBILITY

INDEPENDENT EXAMINATION AND SUPERVISION .................... １１

（一）贤妻良母型 .................................................................................................. ３

（二）小鸟依人型 .................................................................................................. ４

（三）秘书助手型 .................................................................................................. ４

（四）性感美女型 .................................................................................................. ４

二、现代广告女性形象形成的原因 ..................................................................... ５

（一）受中国传统的社会历史文化的影响 ........................................................ ５

（二）大众文化的通俗性和趋众性 ..................................................................... ５

（三）商业化和市场的压力 ................................................................................. ６

（四）相关法律法规不健全 ................................................................................. ６

三、改进广告中女性形象的途径 ......................................................................... ７

（一）广告主在制作广告时的注意事项 ............................................................ ７

1.要运用恰当不能喧宾夺主 .................................................................................. ７

１