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近代报纸广告大量出现,营造出一种广告语境,在这个语境中,女性身份认同得以体现。一方面广告语境中对女性的传统身份定位进行认同和肯定;另一方面,广告语境也为近代新女性的身份建构提供了参考和示范的样本,推进了女性身份的变迁。不可否认,近代的女性身份变迁是在封建男权中心话语权下进行的,变迁的进程和范围受到极大的限制,这也是时代的局限性决定的。
The advent of modern newspaper advertisements has emerged in large numbers to create an advertising context in which women’s identities can be reflected. On the one hand, the recognition and affirmation of the traditional identity of women in the advertising context; on the other hand, the advertising context also provides a reference and demonstration sample for the identity construction of new women in modern times, which promotes the change of women’s status. Admittedly, the changes in the status of women in modern times were carried out under the power of feudal patriarchal center, and the process and scope of the changes were greatly limited. This was also the limitation of the times.