美丽：消费工业的“魔咒”——广告传媒中女性符号的社会文化学思考

自20世纪80年代起,市场经济就将广告带入到中国大众的生活中,女性的"美丽",已随同电视广告成为大众消费的一大内容.然而,作为市场手段,广告所推销的"美丽"概念,实际上是商业营销精心打造的消费"诱饵".本文用美国妇女百余年来在广告话语中的"遭遇"论证了"美丽"在市场行为中的暴力性质,并揭示在"美丽"这一暴力话语的抑制下,女性掉进了陷阱--复归父权制为"女性"规定的"本位",被动地接受消费市场的支配原则,成为商业和经济制度的牺牲.作者批评了国内的同类广告,指出通过套用西方世界发明的"咒骂"、"恐吓"、"羞辱"等元素,商业广告中的女性,犹如木偶,失去了自己的语言、表情、感知、情绪,成为纯粹的工具符号.作者警告谨防广告将目标群体指向儿童,因为相对女性,儿童更脆弱.

Beauty: the "Magic Curse" of Consumption Industry --Social-cultural reflection on the women-as-symbols in advertisements

Since the 1980s,market economy brings countless advertisements into the broad daily life in China.Women's "beauty" has gradually become a key image in them.However,for market promoting,the concept "beauty" in the advertisements is actually the bait to consumers constructed by commercial marketing.This paper is going to argue about the violent character of beauty in such market actions through analyzing the image of American women in the advertisement discourse in the passed one hundred years and appeal that,under the control of the violent discourse,women have fallen into the traps in which they are pushed into their granted position by the paternal power,forced to accept the dominant principles of the consumer market,and become victims to the commercial and economic system. The writer criticizes such advertisements in China and points out that the use of these western stereotypes makes the image of women in the advertisement-like idols who have lost their own language,expression,perceptions and emotions,just as tools and symbols.Thus,the writer advises that we should beware that the object of the advertisement will shift to children,because compared with women,they are much more fragile.