论文部分内容阅读
上世纪八十年代至今,视觉文化日益成为学术界热衷的研究对象和讨论课题,学术界出现了众多在视觉文化视野下对广告中女性形象阐释的著述,很多学者都以“看与被看”为研究思路对广告中女性形象进行分析。本文在对视觉文化内涵进行梳理的基础上,认为通过“看与被看”的模式对广告中女性形象进行单一维度的分析有失偏颇,这样的一种研究思路将男性、女性二元化了,将观看变成了“权力的眼睛”(男权社会)。因此,对广告中女性形象的分析应该是在对其进行视觉经验的社会建构的前提下进行,而视觉经验的社会建构也正是视觉文化研究集中关心的问题所在。
From the 1980s to the present, visual culture has increasingly become a subject of intense research and discussion in the academia. There have been numerous publications in the academic world on the interpretation of female images in advertising. Many scholars have read and seen it. "The analysis of women’s images in advertisements is based on research ideas. On the basis of sorting out the connotation of visual culture, this article believes that the “viewing and being looked at” model is biased against the single-dimensional analysis of female images in advertisements. Such a research mentality will be binary for men and women. Turn it into a “eye of power” (paternal society). Therefore, the analysis of female images in advertisements should be conducted under the premise of social construction of visual experience. The social construction of visual experience is also the focus of the study of visual culture.