| 枷锁中的美丽符号——中国广告中的女性身体表现研究 |
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| 引用本文： | 张强.枷锁中的美丽符号——中国广告中的女性身体表现研究[J].宁波广播电视大学学报,2010,8(1):86-90. |
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| 作者姓名： | 张强 |
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| 作者单位： | 辽宁大学文学院,辽宁沈阳,110036 |
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| 摘 要： | 广告中的女性身体是男权欲望的表征，是男权确立的审美标准的物化，是资本和政治权力的有力工具，是被书写、被观察、被异化的客体。广告中女性身体的在场，恰恰是女性灵魂的缺席，真正在场的是权力话语系统，是权力意志的在场。广告中女性身体表现是各种权力交织的产物，权力纷纷在女性身体上留下痕迹，通过女性身体完成自身的生产与再生产。这些“权力”包括男权、资本和政治权力。广告对女性身体的过度表现强化了女性身体的被动地位，强化了导致女性主体性缺失的社会权力结构。广告中的女性身体作为历史文本真实而又详细地记录了这一切。
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| 关 键 词： | 广告 身体 权力 |
A Study of Female Body Image in Chinese Advertisement |
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| ZHANG Qiang.A Study of Female Body Image in Chinese Advertisement[J].Journal of Ningbo Radio & TV University,2010,8(1):86-90. |
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| Authors: | ZHANG Qiang |
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| Institution: | College of Literature/a>;Liaoning University/a>;Shenyang/a>;110036/a>;Liaoning/a>;China |
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| Abstract: | The female body image in advertisement is the indication of male desire and the materialization of male aesthetic standards.It is the powerful tool for capital and political power,as well as the object which is written,observed and alienated. In advertisement,the presence of female body is just the absence of female soul.It is power discourse system and will power that are present.The female body image in advertisement is the interweaving of various powers which leave their mark on female body thus to fulfi... |
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| Keywords: | Advertisement Body Power |
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