广告中的女性刻板研究

论文编号:WHCY028 论文字数:12417,页数:15 附任务书,开题报告,外文翻译,文献综述

　摘要： 电视广告在传播商业信息的同时，掩映着一个时代的文化。因而从对电视广告中出现频率较高的女性身上，可以一定程度的窥探电视媒体的性别意识和性别立场，解读女性作为独特社会文化群体是如何传达时代的声音的。
 当前，随着社会文化的发展，电视广告中已经出现独立、自信、美丽的现代职业女性形象。但由于受到性别心理差异和社会传统心理的影响，女性形象的“物化”倾向和“性别歧视”倾向仍然严重存在，强烈的性别角色差异形成了电视广告中的女性刻板印象。
 本文从传播学、社会性别学以及女性意识形态等相关理论支撑下的广告女性形象分析入手，试图解析当前电视广告中女性刻板印象形成的类别、原因以及对社会价值观产生的影响；并对电视广告中女性形象的未来变化提出看法。
 关键词：电视广告；女性形象；刻板印象；性别歧视；女性话语世界
 
 The research of Female stereotypes in advertisement
 Abstract: TV ads disseminate business information, while set off an era of culture. We can get clear about the gender awareness and gender positions of Televisions from the higher frequency of TV advertising in the female body . So we know about women , a unique social and cultural groups, how to convey the voice of the times of their own.
 At present ,an independent, confident, beautiful image of the modern career woman has appeared in television ads with the social and cultural developments .But women''s image of the "materialization" orientation and "gender discrimination" tendency still remain seriously due to the impact of gender differences in psychological and social traditional psychology and the Female stereotypes exist in television ads inveterately.
 We are trying to elicit the Sorts of Female stereotypes , the causation of Female stereotypes and the infection to the social value as well as to predict the  perspective of female image-building in television ads
 Key Words: Television advertisemen ; Female image ; Stereotypes ;
 Gender discrimination; The Words of Women.

目 录
1论题背景和相关概念 1
1.1女性主义及其与本论题的关系 1
1.2刻板印象以及本论题所讨论的刻板印象范围 1
2研究现状 1
3广告----媒介领域中性别刻板印象现象最为突出的部分 2
3.1广告中性别刻板印象现象最为突出的原因 3
3.1．1广告中性别刻板印象产生的原因 3
3.1.2广告女性形象相关理论支撑 3
3.2从类型模式和形成原因分析电视广告女性刻板印象 4
3.2.1女性刻板印象的两种模式类别研究 4
3.2.2从电视广告中女性刻板印象形成的原因研究 6
3.3电视广告中女性刻板印象的影响 7
4电视广告女性形象的未来发展走向 8
4.1消费社会中对广告女性形象的讨论 8
4.2广告女性形象的未来发展走向 9
致 谢 11
参考文献 12