当前,女性主义对广告的批评陷入了一种困境,既无法真正解决广告制作和传播的问题,更无法真正解决女性在广告中定位偏差的问题,反而陷入了狭隘的自我主义中,从批判的偏执走入了理论的偏执。其实,在现代社会中,性别差异的固有模式在悄然变化,性别意识也是在动态中发展,两性关系已经有了新的内涵。对于广告中的两性形象而言,就要避免以旧有的两性对立眼光来进行批评,而是要着力重构出一种新型的广告批评观,构建更具有建设性的批评观模式。 At present, the feminist criticism of advertising is in a dilemma, it can not really solve the problem of making and disseminating advertisements, but can not really solve the problem of women’s positioning in advertising. Instead, they are trapped in narrow egoism, Paranoid into the paranoid theory. In fact, in the modern society, the inherent model of gender differences is changing quietly. Gender awareness is also developing dynamically. Gender relations have reached a new meaning. For the gender image in the advertisement, we should avoid criticizing with the old gender-opposites perspective. Instead, we should try to reconstruct a new concept of advertising criticism and build a more constructive model of criticism.