电视广告女性形象的符号学阐释

虽然经过了20多年的女权运动,电视广告中性别角色定型并没有减弱,电视广告中的女性形象仍被定位为:家庭主妇、男性的陪衬、被观赏的对象等形象。此种现象的产生可从符号学的角度进行阐释:电视广告中的女性符号在其符号意指过程中,在内涵义的层面上赋予了女性刻板形象。符号编码者和译码者对此种形象的形成也具有一定的影响。

The Semiotic Interpretation of Femal Imagine in Television Advertisement

Although the feminist movement has lasted for more than 20 years,the gender stereotypes in television advertisements has not weakened,and the female image in television advertisements has still been located as housewife,the foil of male or the ornamental object.This phenomenon can be interpreted from semiotics:the female symbol in television advertisements endow the femal with racial stereotypes on the implication level in semiosis.The persons who coding and decoding also have certain influence on the formation of this image.Semiotic connotation generates women's traditional imagine.