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广告作为大众传媒的一种方式,其在社会中的影响力是不言而喻的。随着社会的日渐发展,许多外国的先进理念不断得以引进,其中女性主义理论就是一则很好的例子。然而当女性主义视角被运用于广告语文体分析时,我们发现许多广告对女性形象存在异化甚至贬抑的迹象。本文以女性主义视角分析广告语文体,从而令公众逐渐意识到社会对女性形象的认识有待革新,最终达到引导两性在社会中健康良性发展的美好前景。
Advertising as a way of mass media, its influence in society is self-evident. With the continuous development of society, many foreign advanced concepts are constantly being introduced. Feminist theory is a good example of this. However, when the perspective of feminism is applied to the analysis of the style of advertising, we find that many advertisements are alienating or even depreciating the image of women. This article analyzes the advertising language style from the perspective of feminism, so that the public gradually realizes that the society needs to reform its understanding of the image of women, and finally achieves the bright prospect of guiding the two sexes to develop healthily and benignly in the society.