女性主义视角下的媒介跨文化研究
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摘要
本论文主要运用女性主义和后殖民主义理论，对八十年代以来、尤其是九十年代以后的外资公司在华电视广告中的女性形象作一历时性的探索和分析。本论文把研究对象置于特定的社会历史语境中(如中国改革开放、全球化经济浪潮)，试图揭示该时期该类广告中的女性形象的变迁，即从八十年代末的一度洋化到九十年代的本土化、民族化。广告的洋化趋势满足了中国大众的西方想象，而本土化与民族化趋势则更加真实地反映了本土的社会和文化，具有平民气象。外资公司在华电视广告中的女性形象的变化过程，体现了西方文化与价值观念在中国社会这一特定语境下的调整与适应。同时，该过程也是东西方文化相互影响与交融的一个互动过程。
Female image in advertisements has been a hot topic for cultural studies nowadays. This thesis, on the basis of the feminist criticism and postcolonial theories, is mainly engaged in the discussion of changes of female images in foreign TV advertisements in China during the past twenty years, especially in the 1990s. Along with China's reform and open policy and the tide of globalization, female characters reflected in foreign advertisements in China experience tremendous changes. That is, the tendency of westernization was obvious in the late 1980s, which satisfied the Chinese people's imagination of the West; while from the following decade on, foreign advertisements in China has gradually turned on a localized and nationalized new look, as shown in the adoption of more and more Chinese female figures in the ads. This proves the adaptation of Western culture and values to the Chinese context. It is also a glocalized process towards cultural hybridities.
Female image in advertisements has been a hot topic for cultural studies nowadays. This thesis, on the basis of the feminist criticism and postcolonial theories, is mainly engaged in the discussion of changes of female images in foreign TV advertisements in China during the past twenty years, especially in the 1990s. Along with China's reform and open policy and the tide of globalization, female characters reflected in foreign advertisements in China experience tremendous changes. That is, the tendency of westernization was obvious in the late 1980s, which satisfied the Chinese people's imagination of the West; while from the following decade on, foreign advertisements in China has gradually turned on a localized and nationalized new look, as shown in the adoption of more and more Chinese female figures in the ads. This proves the adaptation of Western culture and values to the Chinese context. It is also a glocalized process towards cultural hybridities.
引文
1 Cited from The Media Book by Chris Newbold, Boyd-Barrett, Oliver, Hilde Van Den Bulck, New York: Arnold, 2002, P332.
2 For details, please refer to articles and books published by the Chinese scholars:林丹娅，女性视点：广告与魔镜，中国女性文化 No．1，中国文联出版社，2000。李思屈，中西方广告的女性符号比较，西南民族学院学报·哲学社会科学版，2000第9期，P92-97．艾晓明，广告故事与性别——中外广告中的妇女形象，妇女研究论丛，2002，第2期，P23-31。戴锦华，隐形书写——90年代中国文化研究，南京：江苏人民出版社，1999。
3 This is taken from an interview with the DPS/DIC executive in Beijing. Please see the details in the article by Lloyd C. Harris and Kai Yi Cai. Exploring Market Driving: A Case Study of De Beers in China, Journal of Market-Focused Management, 5, 2002, P181.
4 This is taken from an interview with some jewelry customers in China. Please see the details in the article by Lloyd C. Harris and Kai Yi Cai: Exploring Market Driving: A Case Study of De Beers in China, Journal of Market-Focused Management, 5, 2002, P181.
5 Ibid.
6 Cited from Judith Williamson's Decoding advertisements, The Camelot Press Ltd.,Southampton,P20.
7 在中国学界，“Orientalism”一词习惯上译为“东方主义”。但正如萨义德所言，“东方主义”只是该词三个方面的含义(一种学术研究学科：一种思维方式；一种权利话语方式)之一，是从作为学术研究学科的“东方学”中引申出来的含义。尽管萨义德的《东方学》的主题之一是试图揭示隐含在传统东方学研究中的权力话语及其运行机制(“主义”)，但其核心仍然是对作为一个学科的东方学发展和演变的历史进行基本的描述(“学”)。详见《东方学》，王宇根译，三联书店，1999，P3。
8 For the details, please refer to the homepage of Unilever in China: http://www.unilever.com.cn/.
9 The People's Daily, overseas edition, 17 July 1996, P2.
10 Quoted and translated from Yangcheng evening News, 12 July, 1987, P 4.
11 http://www.watchstore.com.cn/world/longines/L_ln.htm
12 Extracted from Foreign Brands in the Eyes of Chinese Consumers (in Chinese), China Advertising, 1989, No. 4.
13 Judith Williamson, Decoding advertisements, The Camelot Press Ltd., Southampton, P33.
14 China Advertising Year Book 1994 and 1996 (in Chinese); China Advertising, March 1998, P12.
15 Quoted from the Interviews with directors of transnational companies, China Advertising, May 1995, P 22.
16 Translation of the story of the recent Ariel TV commercial.
Aitchison, Jim. How Asia Advertises. Singapore: John Wiley &Sons (Asia) Pte. Ltd., 2002.
Barber, Benjamin R. Jihad vs. McWorld: How Globalism and Tribalism Are Reshaping the World, New York: Ballantine Books, 1995.
Biagi, Shirley. Media Impact, USA: Wadsworth, 2001,5th edition.
Cheng, Hong. Toward An Understanding of Cultural Values Manifest in Advertising:A Content Analysis of Chinese Television commercials in 1990 and 1995, Journalism and Mass Communication Quarterly;Winter 1997; 74;4 ;ABI/INFORM Global pg. 773.
Cheng, Hong. Frith, Katherine Toland. Foreign Advertising Agencies in China, Media Asia, vol. 23, No. 1, 1996.
Chu, James. Advertising in China: Its Policy, Practice and Evolution, Journalism Quarterly 59,1982.
De Mooij. Marieke K.. Keegan, Warren. Advertising Worldwide. UK: Prentice Hall International (UK) Ltd, 1991.
DeFleur, Dennis. Understanding Mass Communication, Boston: Houghton Mifflin Company, 1985, 2nd edition.
Douglas, Mary. Isherwood, Baron, The world of Goods, New York: Basic Books, 1979.
Dumm, S. Watson. Barban, Arnold M.. Advertising: Its Role in Modern Marketing, USA: CBS College Publishing, 1986.
Dyer, Gillian. Advertising as Communication. London: Methuen & Co. Ltd, 1982.
Frith, Katherine T.. Frith, Michael. Advertising as Cultural Invasion, Media Asia, Vol.16, No.4, 1989, P179-184.
Frith, Katherine Toland. Advertising in Asia. Communication, Culture and Consumption. Lowa State University Press, 1996.
Frith, Katherine Toland. The Century of the Dragon----Advertising in Asia: From
Dependence to Convergence, Media Asia, vol. 23, No. 4, 1996.
Goldman, Robert. Reading Ads Socially. London: Routledge, 1992.
Gupta, Arun K. Jain, Nisha. Gender, Mass Media and Social Change——A Case Study of TV Commercials, Media Asia, Vol25, No. 1, 1998, P33-36
Harris, Lloyd C.. Cai, Kai Yi. Exploring Market Driving: A Case Study of De Beers in China, Journal of Market- Focused Management, 5,2002.
Herbig., Paul A.. Handbook of Cross-Cultural Marketing. NY: The Haworth Press,1998.
Hovland, Roxanne. Wilcox, Gary B.. Advertising in Society. Chicago: NTC Publishing Group, 1989.
Ind., Nicholas. Great Advertising Campaigns. London: Kogan Page Limited, 1993.
Jhally, Sut. The Codes of Advertising Fetishism and the Political Economy of Meaning in the Consumer Society, London: Frances Pinter (Publishers) Limited, 1987.
Jones, John Philip.International Advertising——Realities and Myths, Sage Publications, Inc. 2000.
Lee, Chun Wah. Feminism in Singapore's Advertising——A Rising Voice, Media Asia,Vol.25, No.4, 1989, P193-197.
Lull, James. Culture in the Communication Age, New York: Routledge, 2001.
Massey, Kimbedy B.. Readings in Mass Communication, Media Literacy and Culture.
Mattelart, Armand, translated by Michael Chanan. Advertising International. London: Routledge, 1991.
Meijer,Irene Costera, Advertising Citizenship: an essay on the performative power of consumer culture, Media, Culture & Society Vol. 20 No.2.
Milner, Andrew and Browitt, Jeff. Contemporary Cultural Theory, London:Routledge, 2002, 3rd edition.
Munshi, Shoma. wife/mother/daughter-in-law: multiple avatars of homemaker in 1990s Indian advertising, Media, Culture & Society Vol.20, No.4,
P572-591
Newbold, Chris. Boyd-Barrett, Oliver. Hilde Van Den Buick. The Media Book, New York: Arnold, 2002.
Pieterse, Jan Nederveen. Globalization as Hybridization, global Modernities, ed.Mike Featherstone, Scott Lash, and Roland Robertson, Sage Publication, 1995.
Rice, Michael D. China's Sleeping Ad Market Wakes Up, Marketing News, 25 Sept. 1987.
Russell, J. Thomas. Lane, W. Ronald. Kleppner's Advertising Procedure (Thirteenth Edition). Tsinghua University Press, Prentice-Hall International, Inc. 1997.
Said, Edward W. Orientalism, Britain: Routledge & Kegan Paul Ltd. 1978.
Sengupts, Subir. Role Portrayals of Women in Magazine Advertisements, Media Asia, Vol.19, No.3, 1992, P145-155.
Vestergard, Torben. Schroder, Kim. The Language of Advertising. Oxford and New York: Basil Blackwell Publisher Ltd, 1985.
Wang, Jian. Foreign Advertising in China: Becoming Global, Becoming Local, Iowa State University Press, 2000.
Waters, Malcolm. Key Ideas: Globalization, London: Routledge, 1995.
Williamson, Judith. Decoding advertisements, The Camelot Press Ltd., Southampton.
Xu, Baiyi, Marketing to China: One Billion New Customers, Lincolnwood: NTC Business Books, 1990.
Zhu, Gang. Twentieth Century Western Critical Theories. Shanghai: Shanghai Foreign Language Education Press, 2001.
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2 For details, please refer to articles and books published by the Chinese scholars:林丹娅，女性视点：广告与魔镜，中国女性文化 No．1，中国文联出版社，2000。李思屈，中西方广告的女性符号比较，西南民族学院学报·哲学社会科学版，2000第9期，P92-97．艾晓明，广告故事与性别——中外广告中的妇女形象，妇女研究论丛，2002，第2期，P23-31。戴锦华，隐形书写——90年代中国文化研究，南京：江苏人民出版社，1999。
3 This is taken from an interview with the DPS/DIC executive in Beijing. Please see the details in the article by Lloyd C. Harris and Kai Yi Cai. Exploring Market Driving: A Case Study of De Beers in China, Journal of Market-Focused Management, 5, 2002, P181.
4 This is taken from an interview with some jewelry customers in China. Please see the details in the article by Lloyd C. Harris and Kai Yi Cai: Exploring Market Driving: A Case Study of De Beers in China, Journal of Market-Focused Management, 5, 2002, P181.
5 Ibid.
6 Cited from Judith Williamson's Decoding advertisements, The Camelot Press Ltd.,Southampton,P20.
7 在中国学界，“Orientalism”一词习惯上译为“东方主义”。但正如萨义德所言，“东方主义”只是该词三个方面的含义(一种学术研究学科：一种思维方式；一种权利话语方式)之一，是从作为学术研究学科的“东方学”中引申出来的含义。尽管萨义德的《东方学》的主题之一是试图揭示隐含在传统东方学研究中的权力话语及其运行机制(“主义”)，但其核心仍然是对作为一个学科的东方学发展和演变的历史进行基本的描述(“学”)。详见《东方学》，王宇根译，三联书店，1999，P3。
8 For the details, please refer to the homepage of Unilever in China: http://www.unilever.com.cn/.
9 The People's Daily, overseas edition, 17 July 1996, P2.
10 Quoted and translated from Yangcheng evening News, 12 July, 1987, P 4.
11 http://www.watchstore.com.cn/world/longines/L_ln.htm
12 Extracted from Foreign Brands in the Eyes of Chinese Consumers (in Chinese), China Advertising, 1989, No. 4.
13 Judith Williamson, Decoding advertisements, The Camelot Press Ltd., Southampton, P33.
14 China Advertising Year Book 1994 and 1996 (in Chinese); China Advertising, March 1998, P12.
15 Quoted from the Interviews with directors of transnational companies, China Advertising, May 1995, P 22.
16 Translation of the story of the recent Ariel TV commercial.
Aitchison, Jim. How Asia Advertises. Singapore: John Wiley &Sons (Asia) Pte. Ltd., 2002.
Barber, Benjamin R. Jihad vs. McWorld: How Globalism and Tribalism Are Reshaping the World, New York: Ballantine Books, 1995.
Biagi, Shirley. Media Impact, USA: Wadsworth, 2001,5th edition.
Cheng, Hong. Toward An Understanding of Cultural Values Manifest in Advertising:A Content Analysis of Chinese Television commercials in 1990 and 1995, Journalism and Mass Communication Quarterly;Winter 1997; 74;4 ;ABI/INFORM Global pg. 773.
Cheng, Hong. Frith, Katherine Toland. Foreign Advertising Agencies in China, Media Asia, vol. 23, No. 1, 1996.
Chu, James. Advertising in China: Its Policy, Practice and Evolution, Journalism Quarterly 59,1982.
De Mooij. Marieke K.. Keegan, Warren. Advertising Worldwide. UK: Prentice Hall International (UK) Ltd, 1991.
DeFleur, Dennis. Understanding Mass Communication, Boston: Houghton Mifflin Company, 1985, 2nd edition.
Douglas, Mary. Isherwood, Baron, The world of Goods, New York: Basic Books, 1979.
Dumm, S. Watson. Barban, Arnold M.. Advertising: Its Role in Modern Marketing, USA: CBS College Publishing, 1986.
Dyer, Gillian. Advertising as Communication. London: Methuen & Co. Ltd, 1982.
Frith, Katherine T.. Frith, Michael. Advertising as Cultural Invasion, Media Asia, Vol.16, No.4, 1989, P179-184.
Frith, Katherine Toland. Advertising in Asia. Communication, Culture and Consumption. Lowa State University Press, 1996.
Frith, Katherine Toland. The Century of the Dragon----Advertising in Asia: From
Dependence to Convergence, Media Asia, vol. 23, No. 4, 1996.
Goldman, Robert. Reading Ads Socially. London: Routledge, 1992.
Gupta, Arun K. Jain, Nisha. Gender, Mass Media and Social Change——A Case Study of TV Commercials, Media Asia, Vol25, No. 1, 1998, P33-36
Harris, Lloyd C.. Cai, Kai Yi. Exploring Market Driving: A Case Study of De Beers in China, Journal of Market- Focused Management, 5,2002.
Herbig., Paul A.. Handbook of Cross-Cultural Marketing. NY: The Haworth Press,1998.
Hovland, Roxanne. Wilcox, Gary B.. Advertising in Society. Chicago: NTC Publishing Group, 1989.
Ind., Nicholas. Great Advertising Campaigns. London: Kogan Page Limited, 1993.
Jhally, Sut. The Codes of Advertising Fetishism and the Political Economy of Meaning in the Consumer Society, London: Frances Pinter (Publishers) Limited, 1987.
Jones, John Philip.International Advertising——Realities and Myths, Sage Publications, Inc. 2000.
Lee, Chun Wah. Feminism in Singapore's Advertising——A Rising Voice, Media Asia,Vol.25, No.4, 1989, P193-197.
Lull, James. Culture in the Communication Age, New York: Routledge, 2001.
Massey, Kimbedy B.. Readings in Mass Communication, Media Literacy and Culture.
Mattelart, Armand, translated by Michael Chanan. Advertising International. London: Routledge, 1991.
Meijer,Irene Costera, Advertising Citizenship: an essay on the performative power of consumer culture, Media, Culture & Society Vol. 20 No.2.
Milner, Andrew and Browitt, Jeff. Contemporary Cultural Theory, London:Routledge, 2002, 3rd edition.
Munshi, Shoma. wife/mother/daughter-in-law: multiple avatars of homemaker in 1990s Indian advertising, Media, Culture & Society Vol.20, No.4,
P572-591
Newbold, Chris. Boyd-Barrett, Oliver. Hilde Van Den Buick. The Media Book, New York: Arnold, 2002.
Pieterse, Jan Nederveen. Globalization as Hybridization, global Modernities, ed.Mike Featherstone, Scott Lash, and Roland Robertson, Sage Publication, 1995.
Rice, Michael D. China's Sleeping Ad Market Wakes Up, Marketing News, 25 Sept. 1987.
Russell, J. Thomas. Lane, W. Ronald. Kleppner's Advertising Procedure (Thirteenth Edition). Tsinghua University Press, Prentice-Hall International, Inc. 1997.
Said, Edward W. Orientalism, Britain: Routledge & Kegan Paul Ltd. 1978.
Sengupts, Subir. Role Portrayals of Women in Magazine Advertisements, Media Asia, Vol.19, No.3, 1992, P145-155.
Vestergard, Torben. Schroder, Kim. The Language of Advertising. Oxford and New York: Basil Blackwell Publisher Ltd, 1985.
Wang, Jian. Foreign Advertising in China: Becoming Global, Becoming Local, Iowa State University Press, 2000.
Waters, Malcolm. Key Ideas: Globalization, London: Routledge, 1995.
Williamson, Judith. Decoding advertisements, The Camelot Press Ltd., Southampton.
Xu, Baiyi, Marketing to China: One Billion New Customers, Lincolnwood: NTC Business Books, 1990.
Zhu, Gang. Twentieth Century Western Critical Theories. Shanghai: Shanghai Foreign Language Education Press, 2001.
[1] 阿瑟·阿萨·伯杰著，娆嫒译，通俗文化、媒介和日常生活中的叙事[M]．南京：南京大学出版社．2002．
[2] 艾晓明，广告故事与性别——中外广告中的妇女形象[J]，妇女研究论丛，2002，第2期，P23-31。
[3] 爱德华．W．萨义德著，王宇根译，东方学[M]，北京：三联书店，1999。
[4] 陈刚，大众文化与当代乌托邦[M]，北京：作家出版社，1996。
[5] 陈厚诚，王宁主编，西方当代文学批评在中国[M]，天津：百花文艺出版社，2000。
[6] 陈培爱，中外广告史[M]，北京：中国物价出版社，2002。
[7] 戴锦华，隐形书写——90年代中国文化研究[M]，南京：江苏人民出版社，1999。
[8] 葛彦，万秀英，戴涛译．创意．制作．展示——世界百家超级公司最新广告剖[M]．大连出版社．1994．
[9] 何佳讯，外资广告在中国，广告世界[J]，1995，第5期。
[10] 荒林，王红旗主编，中国女性文化No．2[M]，北京：中国文联出版社，2001。
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