三十年代报纸广告中的女性形象分析——以《申报》1934年9月的广告为例

1934年9月的《申报》广告中,有许多的女性形象。这些广告中的女性形象,涵盖了时尚女郎、贤妻、良母等所有女性的现实角色,但在实质上仍然作为男性的性对象而存在,并没有摆脱"被看"的地位。从社会功用上来说,这些女性广告对现实生活中的女性起着规训作用;但相对于传统的社会而言,女性广告也是一种强有力的反叛。

Analysis of the Feminine Image in the 1930s Newspaper Advertisements——Take Shenbao's Advertisements(In September, 1934) as an Example

There were many feminine images in "Shenbao's" advertisements in September,1934,varying from fashionable grrls' good wives,loving mothers,and so on.But in fact,these images still existed as masculine sex object insteade of removing their status for show.From the social functuion,these feminine advertisements served as models for women in realistic life.However these advertisements could be seen as a rebellion against the traditional society.