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广告既是一种商业宣传,也是一种文化传播。很多研究者已经注意到广告作为展开性别关系特定表征的途径。女性主义广告批评以广告媒介的性别歧视作为批判核心,但这样的研究隐含着二元对立的倾向。本文试图对女性主义广告批评进行反思,从而探索广告中性别形象定型的根源。
Advertising is both a commercial propaganda and a cultural communication. Many researchers have noticed advertising as a way to develop a specific representation of gender relations. Feminist advertising criticism uses the gender discrimination in advertising media as the core of criticism, but such research implies the tendency of binary opposition. This article tries to reflect on the criticism of feminist advertising in order to explore the origin of gender stereotypes in advertising.