从皮尔斯的符号学看电视广告中的女性形象

在商品经济日趋发达的背景下,电视广告作为一种主要的商品推销手段,发挥着越来越重要的作用。虽然女性在当今社会发展中已成为越来越必不可少的力量,但电视广告中所塑造的女性形象仍存在着以下几种刻板印象:贤妻良母、职场弱势地位、外表美至上。从皮尔斯的符号学角度对此进行阐释,有助于我们理解电视广告中女性刻板印象这一符号的形成和传播过程,剖析潜藏于符号背后的种种权力话语。正是在广告符号的编码、传播以及解码的过程中,资本话语、技术话语、媒介话语、欲望话语和权威话语的共同合谋才导致了女性刻板印象的产生。

An Anotysis of the Female Image in TV Commercials From the Perspective Peirce’ s Semiotics

With the rapid development of commodity economy,TV commercials,as a main means of promotion,has been playing an increasingly important role.However,despite the fact that women nowadays have already become a vital power in social development,their images portrayed in TV commercials are still highly stereotyped.They are portrayed to be a model wife and mother,a working woman holding subordinate position to her male counterpart and a woman worshipping outer beauty.An interpretation of the above stereotyped female images from Peirce’s Semiotic theory will bring to surface the underlying power discourses.It is the joint exertion of the different powers that give rise to the stereotyped female images in TV commercials.