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消费时代,广告中女性形象在被物化的同时也在传播着带着歧视意义的性别意识。部分广告如益达口香糖“酸甜苦辣”尝试展现进步的女性观念,但这种不彻底的女性意识实质是男权观照下的伪女性意识。因此,只有通过防止过度娱乐化、防止庸俗价值观影响、还原女性视角等方式,才能真正构建起公平、平等的社会性别意识。
In the consumer age, the female images in advertisements are being disseminated with the gender awareness of discriminatory meanings. Some advertisements, such as Yida gum, are trying to show the progressive concept of women. However, this incomplete consciousness of women is essentially the false female consciousness under the patriarchal view. Therefore, only through the prevention of over-entertainment, to prevent vulgar values, restore female perspective, etc., can we truly build a fair and equal gender awareness.