贬低还是讨好？
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摘要
本文的研究对象是市场经济条件下一个显著的经济、文化、传播现象——广告及其再现性别的方式。再现(representation)是大众文化研究的一个重要议题。因为今天，人们越来越依赖通过大众传媒了解世界，了解文化，了解自己和他人。性别再现则提供了人们认识性别规范、性别角色、性别分工和性别关系的重要渠道。大众媒介被认为营造了拟态的环境，性别在这个环境中的塑造则被认为提供了人们社会化的模仿对象和建构力量。
基于对再现的上述认识，大众文化的批判者们担心拥有资本、掌控媒介者，也就是那些对再现有决定力量和控制力量者会以有利于自己的方式再现世界、再现性别，而这会对“无权的”、被动的受众-消费者不利。作为一种批判理论话语，女性主义正是在这样的观念下，从性别权利关系出发，发现和审视大众媒介如何以及为什么以“不平等的”方式进行性别再现，认为媒介再现女性的方式是对女性的贬低、利用甚至侮辱。广告的性别再现尤其典型。
广告及其性别再现堪称媒介的一道靓丽景观。广告的世界是美好的，在这里，一切困难皆可轻松解决，广告中多的是美丽的女性和英俊的男性。女性主义对广告及其性别再现的解读结论令人费解：美丽不好吗?年轻不好吗?做妻子和母亲是对女性的“放逐”吗?关键的问题是，广告为什么要这样再现女性?广告何以能够通过长久地贬低女性达到让女性购买、消费其产品／服务的目的?广告发布者和女性目标传播对象是什么样的关系?他们有与女性为敌的动机吗?……
出于对广告及其性别再现的关注和对女性主义广告及性别再现解读结论的怀疑，本文作者试图对这个显著的媒介文化现象进行深入、全面的考察。通过在广告和广告性别再现研究领域影响最大的女性主义理论及其在广告批判中的
The author studies advertising and its representation of gender. Representation makes up an important topic in the study of mass culture. Today, people more and more get to know the world, understand culture and others and themselves via mass media. While gender representation stands up to be an important channel for people to understand gender norms, gender role, division of labor between genders and gender relations. Mass media are considered to construct a mimicry environment, and the construction of gender in this environment is considered to provide people model to follow and is a constructing force in their process of socialization.
On the basis of the afore-mentioned understanding of representation, the critics of mass culture worry that capital-owners, mass media owners, that is, people with the power to decide and control representation, will represent the world and gender as they please, and this will hurt the many powerless and passive audience-consumers. As a critical theory, Feminism follows this concept and starts from gender power relation to discover and examine how and why mass media represent gender "unequally". Feminists criticize mass media for representing women in a belittling, even insulting way. The gender representation in advertising is especially serious.
Advertisements and their gender representation composes a beautiful media scenery. The advertising world is edenic. In this world, all problems can be easily solved. In this world are full of beautiful women and handsome men. Feminists'
基于对再现的上述认识，大众文化的批判者们担心拥有资本、掌控媒介者，也就是那些对再现有决定力量和控制力量者会以有利于自己的方式再现世界、再现性别，而这会对“无权的”、被动的受众-消费者不利。作为一种批判理论话语，女性主义正是在这样的观念下，从性别权利关系出发，发现和审视大众媒介如何以及为什么以“不平等的”方式进行性别再现，认为媒介再现女性的方式是对女性的贬低、利用甚至侮辱。广告的性别再现尤其典型。
广告及其性别再现堪称媒介的一道靓丽景观。广告的世界是美好的，在这里，一切困难皆可轻松解决，广告中多的是美丽的女性和英俊的男性。女性主义对广告及其性别再现的解读结论令人费解：美丽不好吗?年轻不好吗?做妻子和母亲是对女性的“放逐”吗?关键的问题是，广告为什么要这样再现女性?广告何以能够通过长久地贬低女性达到让女性购买、消费其产品／服务的目的?广告发布者和女性目标传播对象是什么样的关系?他们有与女性为敌的动机吗?……
出于对广告及其性别再现的关注和对女性主义广告及性别再现解读结论的怀疑，本文作者试图对这个显著的媒介文化现象进行深入、全面的考察。通过在广告和广告性别再现研究领域影响最大的女性主义理论及其在广告批判中的
The author studies advertising and its representation of gender. Representation makes up an important topic in the study of mass culture. Today, people more and more get to know the world, understand culture and others and themselves via mass media. While gender representation stands up to be an important channel for people to understand gender norms, gender role, division of labor between genders and gender relations. Mass media are considered to construct a mimicry environment, and the construction of gender in this environment is considered to provide people model to follow and is a constructing force in their process of socialization.
On the basis of the afore-mentioned understanding of representation, the critics of mass culture worry that capital-owners, mass media owners, that is, people with the power to decide and control representation, will represent the world and gender as they please, and this will hurt the many powerless and passive audience-consumers. As a critical theory, Feminism follows this concept and starts from gender power relation to discover and examine how and why mass media represent gender "unequally". Feminists criticize mass media for representing women in a belittling, even insulting way. The gender representation in advertising is especially serious.
Advertisements and their gender representation composes a beautiful media scenery. The advertising world is edenic. In this world, all problems can be easily solved. In this world are full of beautiful women and handsome men. Feminists'
引文
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② Landler Mark. "What Happened to Advertising?" in Business Week. September 23. 2003.
③ Kilbourne Jean. "Beauty and the Beast of Advertising" in Gall Dines and Jean M. Humez. ed. Gender. Race and Class in Media. Sage Publications. 1995. p121.
④ 载《中国广告》 2000年第2期。
⑤ 载《中国广告》 2001年第6期。
⑥ 载《中国广告》 2001年第6期。
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① Anne M. Cronin. Advertising and Consumer Citizenship Gender. Images and Rights. Routledge: London and New York. 2000. p.5.
② William Leiss. et al. Social Communication in Advertising (2nd edition). Routledge: London. 1985. p.
① Sut Jhully. The Codes of Advertising. Routledge: New York. 1987. p.
② 何辉 《从分析作品开始学做广告》，中国广播电视出版社，2002年，第98页。
③ William Leiss. et al. Social Communication in Advertising (2nd edition). Routledge: London. 1985. p. 199.
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① (美)斯图尔特·霍尔《表征》，徐亮等译，前引书，第15页．
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① Rosemary Betterton, ed. Looking On: Images of Femininity in the 17sual Arts and Media. Pandora: London and New York, 1987. p11.
② Rosemary Betterton. ed. Looking On. Images of Femininity in the Visual Arts and Media. Ibid. p. 13.
① Gillian Dyer. Advertising as Communication. Menthuen & Co. Ltd, 1982. p. 117.
① Erving Goffman. Gender Advertisements, Harper and Row Publishers. 1979. p. 54.
② Erving Goffman. Gender Advertisements. Ibid. p. 29,
③ Erving Goffman. Gender Advertisements. Ibid. p. 55.
④ Erving Goffman. Gender Advertisements. Ibid. p. 41.
① Erving Goffman. Gender Advertisements. Harper and Row Publishers. 1979. p.57.
① Robert Goldman. Reading Ads Socially. Routledge: London. 1992. p. 130.
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② Jennifer Scanlon, "Advertising Women: the J. Water Thompson Company Women's Editorial Department" in Jennifer Scanlon. ed. The Gender and Consumer Culture Reader. New York University Press. 2000. p. 201.
① William Leiss. et al. Social Communication in Advertising (2nd edition), Routledge: London. 1985, p. 219.
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① 王眉《杂志广告的女性形象变化研究》，载《中国广告》 2002年第2期。
① Mica Nava. "Introduction" in Mica Nava. et al. eds. Buy This Book. Routledge: London and New York. 1987. p.1
① Mica Nava. "Introduction" in Mica Nava. et al, eds. Buy This Book. Routledge: London and New, York. 1987 p. 1.
② Mica Nava. "Introduction" in Mica Nava. et al. eds. Buy This Book. Ibid. p. 2.
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② Mike Featherstone. Consumer Culture and Postmodernism. Ibid. p. 2.
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① Nell Borden. The Economic Effects of Advertising. Chicago: Richard Irving. 1947. p. 45.
② Julian Simon. Issues in the Economics of Advertising. Urbana: University of illinois Press. 1968. p, 65.
③ (美)米切尔·舒德森《广告：艰难的说服》，陈安全译，华夏出版社，2003年，第7页。
④ William Leiss, et al. Social Communication in Advertising (2nd edition). Routledge: London, 1985. p. 34,
⑤ William Leiss, et al. Social Communication in Advertising (2nd edition). Ibid. p. 47.
① William Leiss. et al. Social Communication in Advertising (2nd edition). Routledge: London. 1985. p. 48.
② William Leiss. et al. Social Communication in Advertising (2nd edition). Ibid. p. 40.
③ Gillian Dyer. Advertising as Communication. Menthuen & Co. Ltd. 1982. p. 72.
① Gillian Dyer. Advertising as Communication. Menthuen & Co. Ltd. 1982. p. 117.
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③ F. R. Leavis and D. Thompson. Culture and Environment. London: Chatts & Windus. 1933. 转引自Gillian Dyer. Advertising as Communication. Menthuen & Co. Ltd. 1982. p. 80。
④ Herbert Marcuse. One-dimensional Man. London: Sphere. 1972. p. 78.
① Gillian Dyer. Advertising as Communication. Menthuen & Co, Ltd. 1982. p. 87.
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② William Leiss. et al. Social Communication in Advertising (2nd edition). Routledge: London. 1985. p. 197.
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② Magaret Mashment. "The Picture is Political: Representation of Women in Contemporary Popular Culture "in Diane Richardson and Victoria Robinson. eds. Introducing Women's Studies. The Macmillan Press Ltd. 1993. p. 17
③ Mugaret Mashment. "The Picture is Political: Representation of Women in Contemporary Popular Culture in Diane Richardson and Victoria Robinson. eds. Introducing Women's Studies. Ibid. p. 63.
① Magaret Mashment. "The Picture is Political: Representation of Women in Contemporary Popular Culture" in Diane Richardson and Victoria Robinson. eds. Introducing Women's Studies. The Macmillan Press Ltd. 1993. p. 23.
② Magaret Mashment. "The Picture is Political: Representation of Women in Contemporary Popular Culture" in Diane Richardson and Victoria Robinson. eds. Introducing Women's Studies. Ibid. p. 24.
③ Magaret Mashment. "The Picture is Political: Representation of Women in Contemporary Popular Culture" in Diane Richardson and Victoria Robinson. eds. Introducing Women's Studies. Ibid. p. 25.
① Magaret Mashment. "The Picture is Political: Representation of Women in Contemporary Popular Culture" in Diane Richardson and Victoria Robinson. eds. Introducing Women's Studies. The Macmillan Press Ltd. 1993. p. 46.
① (美)贝蒂·弗里丹《女性的奥秘》，巫漪云译，江苏人民出版社，1988年，第247页。
② (美)贝带·弗里丹《女性的奥秘》，巫漪云译，江苏人民出版社，1988年，第272页。
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① Magaret Mashment. "The Picture is Political: Representation of Women in Contemporary. Popular Culture" in Diane Richardson and Victoria Robinson. eds. Introducing Women's Studies. The Macmillan Press Ltd. 1993. p. 126.
② Magaret Mashment. "The Picture is Political: Representation of Women in Contemporary Popular Culture" in Diane Richardson and Victoria Robinson. eds. Introducing Women's Studies. Ibid. p. 127
① Gillian Dyer. Advertising as Communication. Menthuen & Co. Ltd. 1982. p. 108
① Robert Goldman. Reading Ads Socially. Routledge: London. 1992. p. 130
② (英)多米尼克·斯特里纳蒂 《通俗文化理论导读》，阎嘉译，商务印书馆，2001年，第201页。
① L. Van Zoonen. "Feminist Perspectives on the Media "in J. Curran and M. Gurevitch. eds. Mass Media and Socien: London: Edward Arnold. 1982. p. 36.
② (英)多米尼克·斯特里纳蒂《通俗文化理论导读》，阎嘉译，商务印书馆，2001年，第183页。
① B. Berelson. Content Analysis in Communication Research. New York: Free Press. 1952. p. 152.
② William Leiss. et al. Social Communication in Advertising (2nd edition). Routledge: London. 1985. p. 223.
③ 转引处G Dver. Advertising as Communication Menthuen & Co. Lid. 1982. p. 115.
④ 转引自李思屈《东方智慧与符号学研究》，浙江大学出版社，2003年，第19页。
① 李思屈《东方智慧与符号学研究》，浙江大学出版社，2003年，第22页。
① 李思屈《东方智慧与符号学研究》，浙江大学出版社，2003年，第9页。
① R. William. Culture. London: Fontana, 1999. p. 116.
① R. William. Culture London: Fontana. 1999. pps. 118-9.
② William Leiss. et al. Social Communication in Advertising (2nd edition). Routledge: London. 1985. p. 202
① William Leiss. et al. Social Communication in Advertising (2nd edition). Routledge: London. 1985. p. 202.
② William Leiss. et al. Social Communication in Advertising (2nd edition). Ibid. p. 203.
③ William Leiss, et al. Social Communication in Advertising (2nd edition). Ibid. p. 214.
① 罗钢，王中忱编《消费文化读本》，中国社会利学出版社，2003年，第3页。
② (法)让·鲍德里亚《消费社会》，刘成富，全志钢译，前引书，第1页。
③ (法)让·鲍德里亚《消费社会》，刘成富，全志钢译，前引书，第1-2页。
① (法)让·鲍德里亚《消费社会》，刘成富，全志钢译，前引书，第1页。
② V. de Grazia and Ellen Furlough. Tire Sex of Things. University of California Press. 1996. p. 1.
① Anne M. Cronin.. Advertising and Consumer Citizenship: Gender, Images and Rights. Routledge: London and New York. 2000. p. 2.
② R. Felski. The Gender of Modernity Cambridge MA: Harvard University Press. 2002. p. 65.
③ Rachel Bouldy. Shopping with Freud. London: Routledge.. p. 76.
④ Don Slater. Consumer Culture and Modernity. Cambridge: Polity Press.. 97.
① 潘一禾 《率妇女与消费》，载《浙江大学学报·社科版》 1998年第1期。
① J. Waters and G. Ellis. "The Selling of Gender Identity" in Mary Cross. et al. eds. Advertising and Culture. Praegers Publishers. 1996. p. 93.
② 环宇 《美国女性营销》，《国际广告》，2002年，第11期。
③ 中国广告网，2003年4月4日。
① V. de Grazia and Ellen Furlough. The Sex of Things. University of California Press. 1996. p. 1.
② Mica Nava. "Framing Advertising: Cultural Analysis and the Incrimination of Visual Texts" in Mica Nava. et al. eds. Buy This Book. Routledye: London and New York. 1987. p. 38.
① Christine Frederick. Selling Mrs. Consumer. New York: Business Bourse. 1929. p. 12.转引自Daniel Delis Hill. Advertising to the American Women 1900-1999. Ohio State University Press, 2002. p. 1.
② Erring Goffman. Gender Advertisements. Harper and Row Publishers, 1979. p, 3.
③ Stuart Ewen. Captains of Consciousness: Advertising and the Social Roots of the Consumer Culture. Mcgraw-Hill Book Company. 1976. pps 151-152.
④ Edward E. Filene. Successful Living in the Machine Age. New York University Press. 1931. p. 133.转引自Stuart Ewen. Captains of Consciousness: Advertising and the Social Roots of the Consumer Culture. Mcgraw-Hill Book Company 1976. p. 151.
⑤ Gilman M. Ostrander. American Civilization in the First Machine Age: A Cultural History of America's First Age of Technological Revolution and Rule the Young. Next York University Press. 1972.转引自Stuart Ewen. Captains of Consciousness: Advertising and the Social Roots of the Consumer Culture. Mcgraw-Hill Book Company. 1976. p. 153.
① Stuart Ewen. Captains of Consciousness: Advertising and the Social Roots of the Consumer Culture. Megraw-Hill Book Company. 1976. p. 153.
② Christine Frederick. Selling Mrs. Consumer. New York: Business Bourse. 1929. p. 12.转引自Daniel Delis Hill. Advertising to the American Women 1900-1999 Ohio State University Press. 2002. pps. 14-16.
③ Stuart Ewen. Captains of Consciousness: Advertising and the Social Roots of the Consumer Culture. Mcgraw-Hill Book Company. 1976. p. 154.
① Z. Bauman. Freedom. Milton Keynes: Open Unversity Press. 1988. p. 72.
② J. Baudrillard. Simulations. New York: Semiotext(e).1989. p. 165.
③ P. Bourdicu. Distinction: A Social Critique of the Judgment of Taste. London: Routledge and Koran Paul. 1989. p. 213.
① Z. Bauman. Thinking Sociologically. Oxford: Blackwell. 1990. p. 204.
② Z. Bauman. Thinking Sociologically. Ibid. p. 206.
① (英)迈克·费瑟斯通《消费文化与后现代主义》，刘精明译，译林出版社，2000年，第一页。
② 同上，第一页。
③ (英)多米尼克·斯特里纳蒂《通俗文化理论导读》，阎嘉译，商务印书馆，2001年，第199页。
④ J. Baudrillard. Simulations. New York: Semiotext(e). 1989. p. 54。
⑤ (英)多米尼克·斯特里纳蒂《通俗文化理论导读》，阎嘉译，商务印书馆，2001年．第4页。
⑥ F. Jameson. Postmodernism or the Cultural Logic of Late Capitalism New Left Review. P. 146.
⑦ Chris Rojek. Decentring Leisure: Rethinking Leisure Theory London: Sage. 1995转引自Anthons J. Cortese. Images of Women and Minorities in Advertising. Rowman and Littlefield Publishers. Inc.. 1999. pps. 5-6.
① (英)多米尼克·斯特里纳蒂《通俗文化理论导读》，阎嘉译，商务印书馆．2001年，第250页。
② Sut Jhully. The Codes of Advertising. Routledge: New York. 1987. p. 2.
③ Stuart Ewen. Captains of Consciousness: Advertising and the Social Roots of the Consumer Culture Mcgraw-Hill Book Company. 1976. p. 76.
④ Herbert Marcuse. One-dimensional Man. London: Sphere. 1972. p. 19.
① Vance Packard. The Hidden Persuaders. New York: D, McKay. 1957. p. 65.
② C. Wright Mills. The Power Elite. New York: Oxford University, Press. 1965,转引自Sut Jhully. The Codes of Advertising. Routledge: New York. 1987. p. 35.
③ Don Slater. "Consumer Culture and the Politics of Need'" in Mica Nava. et al. eds. Buy, This Book. Routledge: London and New York. 1987. p. 51.
④ Neil Borden, The Economic Effects of Advertising. Chicago: Richard Irving. 1947. 转引自William Leiss. et al., Social Communication in Advertising (2nd edition). Routledge: London. 1985. p. 36.
⑤ Julian Simon. Issues in the Economics of Advertising. Urban: University of Illinois Prcss.1970. 转引自William Leiss. et al. Social Communication in Advertismg (2nd edition). Routledge: London. 1985. p. 37.
⑥ Mark Albion and Paul Ferris. The Advertising Controvery Boston: Auburn House. 1981. 转引自William Leiss. et al. Social Communication in Advertising (2nd edition). Routledge: London. 1985. p. 38.
① (美)米切尔·甜德森《广告：艰难的说服》，陈安全译，华夏出版社，2003年，第8页。
② William Leiss. et al. Social Communication in Advertising (2nd edition). Routledge: London. 1985. p. 37.
③ William Leiss. et al. Social Communication in Advertising (2nd edition). Ibid, p. 39.
① P. Kotler & R. E. Turner. Marketing Management(4th edition). Scarborough. Ont.: Prentice-Hall. Canada. 1981. p. 25.
① Keat. et al. The Authority of the Consumer. Routledge. London & New York. 1994. p. 29.
① Anthony J. Cortese. Images of Women and Minorities in Advertising. Rowman and Littlefield Publishers. Inc.. 1999. p. 18.
② Anthony J. Cortese. Images of Women and Minorities in Advertising. Ibid. p. 19.
③ Anthony J. Cortese. Images of Women and Minorities in Advertising. Rowman and Littlefield Publishers. Inc., 1999, p. 21.
① William Leiss. et al. Social Communication in Advertising (2nd edition). Routledge: London. 1985. p. 226.
① Katherine K. Parkin. Food is Love (unpublished dissertation). Temple University Graduate School. 2001. p. 109
① Rita Maria Mclenze. Bodies at Work: Women, the Work Ethic and the Body (unpublished disertation). Yale University Graduate School. 2001. p. 60
① 贝蒂·弗里丹《女性的奥秘》，巫漪云译．江苏人民出版社，1988年，第45页。
② A. E. Courtney and S. W. Lockeretz. "A Women's Place: An Analysis of the Roles Portrayed by Women in Magazine Advertisements" in Journal of Market Research. August. 1971.
③ Erving Goffman. Gender Advertisements. Harper and Row Publishers. 1979. p. 78.
④ J. R. Dominick and G. E. Rauch. "The Image of Women in Network Television Commercials" in Journal of Broadcasting. March. 1972.
① L. A, McArthur and B. G. Resco. "The Portrayal of Men and Women in American Television Commercials" in Journal of Social Pshchology; September. 1975.
② J. D, Culley and G. E. Benett. "Selling Women. Selling Blacks" in Journal of Communication. April. 1976.
③ M. A. Masse and K, R. Blum. "Male and Female Created Them: the Depiction of Gender in Advertising of Traditional Men's and Women's Magazines" in Women's Study International Forum. November. 1988.
④ S. L. Lazier. "New Generation of Images of Women" in P. J. Creedon. cd. Womeu in Mass Communication. Newsbury Park. CA: Sage Publications. 1993. p. 247-260.
⑤ Katherine K. Parkin Food is Love (unpublished dissertation). Temple University Graduate School. 2002.
① Lee Yoon-Jung. The Influence of Advertisements of Products Aimed at Appearance Management on Consumers'Body Image: Social Comparison with Media Models(unpublished dissertation). University of Wisconsin-Madison. 2001.
② Tom Reicht. "Cheesecake and Beefcake: No Matter How You Slice It. Sexual Explicitness in Advertising Continues to Increase" in Journal of Mass Communication Quarterly, Vol 76. No, Ⅰ. Spring. 1999.
① Gillian Dyer. Advertising as Communication. Menthuen & Co. Ltd. 1982. pps. 108-109.
① (英)多米尼克·斯特里纳蒂 《通俗文化理论导读》，阎嘉译，商务印书馆，2001年，第206页。
① L. Van Zoonen. "Feminist Perspectives on the Media" in J. Curran and M. Gurevitch, eds. Mass Media and Society. London: Edward Arnold. 1982. p35.
② Gillian Dyer. Advertising as Communication. Menthuen & Co. Ltd. 1982. pps. 185-186.
① 刘伯红，卜卫 “我国电视广告中女性形象的研究报告”，载《新闻与传播研究1997年第一期。
② 李雪枫 “从广告中你看到了怎样的女人?”，载《广告导报》 1997年4月17日。
① 王眉《杂志广告的女性形象变化研究》，载《中国广告》2002年第2期。
② http://www.cuhk.edu.hk
① http://www.cuhk.edu.hk
② 同上。
③ 同上。
④ Thomas Tsu Wei Tan. et al.. "Gender Role Portrayals in Malaysian and Singaporean Television Commercials: An International Advertising Perspective" in Journul of Business Research, 55. 2002.
① Gillian Dyer. Advertising as Communication. Menthuen & Co. Ltd. 1982. p. 109.
① 喻国明《斛构民意——一个舆论学者的实证研究》，华夏出版社，2001年，第51-52页。
① Naomi Wolf. The Beauty Myth. New York: Marrow. 1992. p. 5.
② Tom Reicht. "Cheesecake and Beefcake: No Matter How You Slice It. Sexual Explicitness in Advertising Continues to Increase" in Journal of Mass Communication Quarterty. Vol 76, No. Ⅰ. Spring, 1999.
③ Erving Goffman. Gender Advertisements. Harper and Row Publisher. 1979. p. 45.
① J. Waters and G, Ellis, "The Selling of Gender Identity" in in Mary Cross, et al. eds. Advertising ahd Culture. Praegers Publishers, 1996, p. 93,
② J. Waters and G. Ellis, "The Selling of Gender Identity" in in Mary Cross. et al. eds. Advertising and Culture. Ibid. p.
③ 卜卫《媒介与性别》，江苏人民出版社，2001年，第15页。
④ (美)S．T．费斯克，S．E．泰勒《社会认知——人怎样认识自己和他人》，张庄林等译，贵州人民出版社，1994年，第75页。
① (美)海伦·费希尔《第一性》，王家湘译，辽宁人民出版社，2001年，第23页。
① Anne M. Cronin. Advertising and Consumer Citizenship: Gender, Images and Rights. Routledge: London and New York. 2000. p. 11.
① Erving Goffman. Gender Advertisements. Harper and Row Publishers, 1979. p. 94.
② Erring Goffman, Gender, Advertisements. Ibid. p. 94.
③ Sut Jhully. The Codes of Advertising Routledge: New York. 1987. pps. 134-135.
① Annette Kuhn. The Power of Image. Routeledge and Kegan Paul: London. 1985. p. 90.
② 李思屈《东方智慧与符号学研究》，浙江大学出版社，2003年，第29页。
① Diamond Morris. The Human Zoo. New York: Kodansha, 1969. 转引自Anthony J. Corteze. Images of Women and Minorities in Advertising. Rowman and Littlefield Publishers. Inc.. 1999. pps. 18-20.
② Malt Kidney The Red Queen: Sex and the Evolution of Human Nature. New York: Paegnin. 转引自Anthony J. Coneze. Images of Women and Minorities in Advertising. Rowman and Littlefield Publishers. Inc.. 1999. p, 18.
① 李思屈“东西方广告的女性符号比较”，载《西南民族学院学报·哲学社会科学版》 2001年第9期。
① 《中国广告》2001年第九期。
① Robert Goldman. Reading Ads Socially. Routledge: London. 1992. p. 126.
② Robert Goldman. Reading Ads Socially. Ibid. p. 116.
③ Jackson Katz. "Advenising and the Constructing of Violent White Masculinity" in Gail Dines. eds. Gender: Race and Class in Media. Sage Publication. 1995. pps. 133-141.
① Gillian Dver. Advertising as Communication. Menthuen & Co. Ltd. 1982. p. 20.
① Adam Lury. "Advertising. Moving beyond the Stereotypes" in Russell Keat. eds. The Authority of the Consumer. Routledge: London. 1994. p. 93.
① Celia Lury and Alan Warde. "Investments in the Imaginary Consumer" in Mica Nava. eds. Buy This Book. Routledge: London and New York. 1987. p.90.
① (美)米切尔·舒德森《广告：艰难的说服》，陈安全译，华夏出版社，2003年，第14页。
② (美)米切尔·舒德森《广告：艰难的说服》，陈安全译，前引书，第15页。
① (美)戈登·福克塞尔等《市场营销中的消费者心理学》．裴利芳等译，机械工业出版社，2001年，第3页。
② P. E. Drucker. Innovation and Entrepreneurship. London: Heinemann. 1985. p. 233.
① Mica Nava. "Framing Advertising: Cultural Analysis and the Incrimination of Visual Texts" in Mica Nava. et al. eds. Buy This Book. Routledge: London and New York.1987. p. 36.
② Mica Nava." Framing Advertising: Cultural Analysis and the Incrimination of Visual Texts" in Mica Nava. et al. eds.Ibid.p.37
③ Thomas Richards. Commodity Culture of Victorian England." Advertising and Spectacle 1851-1914. London: Verso, 1981.pps.12-13.
④ Mica Nava. " Framing Advertising: Cultural Analysis and the Incrimination of Visual Texts" in Mica Nava. et al. eds, Buy This Book. Routledge: London and New York.19$7. p, 40.
① (美)米切尔·舒德森《广告：艰难的说服》，陈安全译，华夏出版社，2003年，第21页。
② Mica Nava. "Framing Advertising: Cultural Analysis and the Incrimination of Visual Texts" in Mica Nava. et al. eds. Buy This Book. Routledge: London and New York. 1987. p. 40.
① Mica Nava." Framing Advertising: Cultural Analysis and the Incrimination of Visual Texts" in Mica Nava. et al. eds. Ruy, This Book. Routledge: London and New York. 1987. p. 40.
② (美)米切尔·舒德森《广告：艰难的说服》，陈安全译．华夏出版社．2003年，第28页。
③ Mica Nava. " Framing Advertising: Cultural Analysis and the Incrimination of Visual Texts" in Mica Nava. et al.eds. Buy This Book. Routledge: London and New York. 1987. p.28.
④ (美)米切尔·郐德森《广告：艰难的说服》，陈安全译，前引书，第28页。
⑤ Celia Lury and Alan Warde. "Investments in the Imaginary Consumer" in Mica Nava.eds. Buy This Book. Routledge: London and New York. 1987. p. 98.
① 田诗文主编《电视广告》，中国广播电视出版社，2001年，第4页。
① Howard Fretton. " They Consume Advertising. too: Advertising in Theory. and Everyday Life", dissertation for MA in Cultural Studies. Thames Valley University.p. 24.
② Armand Mattelart. Advertising International. London: Routledge. 1991.p. 153.
① Sut Jhully.The Codes of Advertising. Routledge: New York. 1987. p.6.
① Celia Lury and Alan Warde. "Investments in the Imaginary Consumer" in Mica Nava.eds. Bry This Book. Routledge: London and New York. 1987. p. 87.
② Celia Lury and Alan Warde. "Investments in the Imaginary Consumer" in Mica Nava. eds. Buy This Book. Ibid.p.87.
① 张海潮“生存与发展——电视广告业的现实和未来”，载《电视研究》．2002年第8期。
① Gillian Dyer. Adverlising as Communication. Menthuen & Co, Ltd,1982, p. 110.
① Anthony J. Corteze. Images of Women and Minorities in Advertising.Rowman and Littlefield Publishers.Inc..1999.p.3.
② James B, Twitchell. Adcult USA: the Triumph of Advertising in American Culture. New York: Columbia University Press, 1996.p.229
③ (美)米切尔·舒德森《广告：艰难的说服》，陈安全译，华夏出版社，2003年，第3页。
④ J. A. Wiles. "A Comparison of Gender Role Portrayals in Magazine Advertising" in Journal of Marketing. 2002, November.
⑤ Thomas W. Whipple and Alice E. Courtney. " Female Role Portrayals in Advertising and Communication Effectiveness: A Review" in Journal of Advertising. 1985. vol 14. No. 3.
⑥ John B. Ford. et al. " Women's Studies and Advertising Role Portrayals in Advertising" in Journal of Currem Issues and Research in Advertising, 1986. vol 18. Spring.
① Ulrich R. Orth and Denisa Holancova. " Men's and Women's Response to Sex Role Portrayals in Advertisements" in Imernational Journal of Research in Marketing, 2004. vol. 21.
② Michael S. LaTour.et al. " Is Industrial Advertising Still Sexist——It's in the Eye of the Beholder" in Industrial Marketing Management. 1998. vol. 27.
③ Roger A. Kerin. et al. " Women in Advertising Retrospect and Prospect in Journal of Advertising. 1979. vol. 8.
① Copy Chasers. " Getting. beyond the Girl" in Business Marketing, 1986. Oclober.
② Michael S. LaTour.et al. " Is Industrial Advertising Still Sexist——It's in the Eye of the Beholder" in Industrial Marketing Management. 1998. vol. 27.
① Rita Maria Melenze. Bodies at Work: Women. the Work Ethic and the Body (unpublished dissertation). Yale University Graduate School.2001.
② Lee Yoon-Jung. The Influence of Advertisements of Products Aimed at Appearance Management on Consumers "Body Image: Social Comparison with Media Models(unpublished dissertation). University of Wisconsin-Madison. 2001.p. 15.
③ S. Fisher and E. Sidney. Body Image andPersonality(2nd edition). New York: Dover Publishing. 2002.p.92.
④ S. Fisher. "The Evolution of Psychological Concepts about the Body" in T. F. Cash and Pruzinsky. eds. Body Images: Development and Change. New York: The Guilford Prcss. 1990.pps.3-20.
① L. M. Scott. " The Bridge from Text to Mind: Adapting. Readcr-response Theory to Consumer Research in Journal of Consumer Research. vol 21. December.
① D. G Mick and C. Buhl. "A Meaning-based Model of Advertising Experiences" in Journal of Consumer Research. vol. 19. December.
② L. Festinger." Informal Social Communication" in Psychological Review. 2002. vol. 57.
① E. Singer. " Reference Groups and Social Evaluations" in M. Rosenberg, eds. Social Psychology: Social Perspectives. New York: Basic Books, 1990.pp.66-93.转引自Lee Yoon-Jung. The Influence of Advertisements of Products Aimed at Appearance Management on Consumers'Body Image: Social Comparison with Media Models(unpublished dissertation), University of Wisconsin-Madison. 2001.
② C.L.Gruder. "Choice of Comparison Persons in Evaluating Themselves" in J. M. Suls. eds. Social Processes: Theoretical and Empirical Perspectives. New, York: Willey. 1977.pp.21-41.转引自Lee Yoon-Jung. The Influence of Advertisements of Products Aimed at Appearance Management on Consumers'Body Image: Social Comparison with Media Models(unpublished dissertation). University of Wisconsin-Madison, 2001.
③ L. Rosow. Social Integration of the Aged. New York: Free Press, 1967.p.89.
④ H. M. Strauss. "Reference Groups and Social Comparison Processes among the Totally Blind" in H. H.Hyman. eds. Readings in Reference Group Theory and Research. New York: Free Press. 1968.pp.222-237.转引自Lee Yoon-Jung. The Influence of Advertisements of Products Aimed at Appearance Management on Consumers" Body Image: Social Comparison with Media Models(unpublished dissertation). University of Wisconsin-Madison. 2001.
① E. C. Meceda In Pursuit of An Illusion: Effects of the Mass Mtedia Ideal of Beauty on Homen's Body Image (unpublished doctoral dissertation). The University of Michigan. Ann Arbor.转引自Lee Yoon-Jung. The Influence of Advertisements of Products Aimed at Appearance Management on Consumers' Body Image: Social Comparison with Media Modelsiunpublished dissertation). University of Wisconsin-Madison. 2001.
② M. C. Martin and P.E.Kennedy. "'The Measurement of Social Comparison to Advertising Models: A Gender Gap Revealed" in J.A.Cpsta. eds. Gender Issues and Consumer Behaviour. Thousand Oaks. CA: Sage Publications.Inc. 1989.pps. 104-124.
① S. B. Kaiser. The Social Psychology of Clothing: Symbolic Appearance in Context(revised 2nd edition). New York: Fairchild. 1997.p.65.
② G. McCracken. " Culture and Consumption: A Theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer Goods" in Journal of Consumer Research, 1985.vol. 13.转引自Lee Yoon-Jung. The Influence of Advertisements of Products Aimed at Appearance Management on Consumers' Body Image: Social Comparison with Media Mordels(unpublished dissertation). University of Wisconsin- Madison. 2001.
① Lee Yoon-Jung, The Influence of Advertisements of Products Aimed at Appearance Management on Consumers 'Body Image: Social Comparison with Media Models(unpublished dissertation). University of Wisconsin- Madison. 2001.p. 19
① G. McCracken. " Culture and Consumption: A Theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer Goods" in Journal of Consumer Research. 1985.vol. 13.转引自Lee Yoon-Jung. The Influence of Advertisements of Products Aimed at Appearance Management on Consumers' Body Image: Social Comparison with Media Models(unpublished dissertation). University of Wisconsin-Madison. 2001 .p. 18.
② J. P. Peter and J.C. Olson. Consumer Behaviour(3rd edition). Homewood. IL: Irving. 1993,p.53.
① N. M. Mckinley and J.S.Hyde. " The Objectified Body Consciousness Scale: Development and Validation" in I'sychology of Homen Quarterly, 2003. vol.20.
① Anna Trosslow Aronson, " Identified body Images in Ads: A Consumer Perspective" in Nordic Consumer Research. 1998, November.
① Jennifer Scanlon, "Advertising Women: the J, Water Thompson Company Women's Editorial Department" in Jennifer Scanlon. ed. The Gender and Consumer Culture Reader New York University Press.2000. p. 201.
② Roland Marchand.Advertising the American Dream: Making Way for Modernity, 1920-1949. Berkley: University of California Press. 1985.p.33.
① Jennifer Scanlon. "Advertising Women: the J. Water Thompson Company Women's Editorial Department" in Jennifer Scanlon. ed. The Gender and Consumer Culture Reader New York University Press.2000. p. 196.
② Jennifer Scanlon. "Advertising Women: the J. Water Thompson Company Women's Editorial Department" in Jennifer Scanlon. ed. The Gender and Consumer Culture Reader.Ibid.p197.
③ Jennifer Scanlon. "Advertising Women: the J. Water Thompson Company Women's Editorial Department" in Jennifer Scanlon. ed. The Gender and Consumer Culture Reader. Ibid.p197.
④ Jennifer Scanlon. "Advertising Women: the J. Water Thompson Company Women's Editorial Department" in Jennifer Scanlon. ed. The Gender and Consumer Culture Reader. Ibid.p197.
① Katherine K. Parkin. Food is Love (unpublished dissertation). Temple University Graduate School.2001.ⅲ.
① Jennifer Scanlon. "Advertising, Women: the J. Water Thompson Company Women's Editorial Department" in Jennifer Scanlon. ed. The Gender and Consumer Cuhure Reader. New York University Press.2000. p.215.
1、艾晓明《广告故事与性别——中外广告中的妇女形象》，载《妇女研究论丛》，2002年第2期。
2、(美)贝蒂·弗里丹《女性的奥秘》，巫漪云译，江苏人民出版社，1988年。
3、卜卫《媒介与性别》，江苏人民出版社，2001年。
4、(英)多米尼克·斯特里纳蒂《通俗文化理论导读》，阎嘉译，商务印书馆，2001年。
5、(美)戈登·福克塞尔等《市场营销中的消费者心理学》，裴利芳等译，机械工业出版社，2001年。
6、何辉《从分析作品开始学做广告》，中国广播电视出版社，2002年。
7、环宇《美国女性营销》，《国际广告》，2002年，第11期。
8、李思屈“东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》2001年第9期。
9、李思屈《东方智慧与符号学研究》，浙江大学出版社，2003年。
10、李雪枫“从广告中你看到了怎样的女人?”，《广告导报》 1997年4月17日。
11、刘伯红，卜卫“我国电视广告中女性形象的研究报告”，《新闻与传播研究》 1997年第一期。
12、罗钢等主编《文化研究读本》，中国社会科学出版社，2003年。
13、罗钢，王中忱编《消费文化读本》，中国社会科学出版社，2003年。
14、(英)迈克·费瑟斯通《消费文化与后现代主义》，刘精明译，译林出版社，2000年。
15、(美)米切尔·舒德森《广告：艰难的说服》，陈安全译，华夏出版社，2003年。
16、潘一禾《论妇女与消费》，《浙江大学学报·社科版》 1998年第1期。
17、潘知常，林玮《传媒批判理论》，新华出版社，2002年。
18、(法)让·鲍德里亚《消费社会》，刘成富，全志钢译，南京大学出版社，2000年。
19、王眉“杂志广告的女性形象变化研究”，《中国广告》 2002年第2期。
20、(美)斯图尔特·霍尔《表征》，徐亮等译，商务引书馆，2003年。
21、(美)斯图尔特·霍尔《编码，解码》，罗钢等主编《文化研究读本》，中国社会科学出版社，2003年。
22、司徒銮《消费文化研究》，济南大学出版社，2002年。
23、(美) S．T．费斯克，S．E．泰勒《社会认知——人怎样认识自己和他人》，张庄林等译，贵州人民出版社，1994年。
24、田诗文主编《电视广告》，中国广播电视出版社，2001年。
25、喻国明《解构民意——一个舆论学者的实证研究》，华夏出版社，2001年。
26、(英)约翰·费斯克著，《理解大众文化》，王小玉等译，中央编译出版社，2001年。
27、(美)约瑟芬·多诺万《女权主义的知识分子传统》，赵育春译，江苏人民出版社，2002年。
28、张海潮“生存与发展——电视广告业的现实和未来”，载《电视研究》，2002年第8期 周伟 《前沿报告》，光明日报出版社，2002年。中国广告网，2003年4月4日。
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④ Erving Goffman. Gender Advertisements. Ibid. p. 41.
① Erving Goffman. Gender Advertisements. Harper and Row Publishers. 1979. p.57.
① Robert Goldman. Reading Ads Socially. Routledge: London. 1992. p. 130.
① Mica Nava, "Framing Advertising: Cultural Analysis and the Incrimination of Visual Texts" in Mica Nava. et al. eds. Buy This Book. Routledge: London and New York.1987. p. 34.
② Jennifer Scanlon, "Advertising Women: the J. Water Thompson Company Women's Editorial Department" in Jennifer Scanlon. ed. The Gender and Consumer Culture Reader. New York University Press. 2000. p. 201.
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① J. P. Caplan and B. J. Caplan. Thinking Critically about Research on Sex and Gender(2nd edition). Addison-Wesley Educational Publishers. Inc.. 1999. p. ⅹⅲ.
① 王眉《杂志广告的女性形象变化研究》，载《中国广告》 2002年第2期。
① Mica Nava. "Introduction" in Mica Nava. et al. eds. Buy This Book. Routledge: London and New York. 1987. p.1
① Mica Nava. "Introduction" in Mica Nava. et al, eds. Buy This Book. Routledge: London and New, York. 1987 p. 1.
② Mica Nava. "Introduction" in Mica Nava. et al. eds. Buy This Book. Ibid. p. 2.
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① Armand Mattelart. Advertising International. Routledge: London. 1991. p. 96.
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② Julian Simon. Issues in the Economics of Advertising. Urbana: University of illinois Press. 1968. p, 65.
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④ William Leiss, et al. Social Communication in Advertising (2nd edition). Routledge: London, 1985. p. 34,
⑤ William Leiss, et al. Social Communication in Advertising (2nd edition). Ibid. p. 47.
① William Leiss. et al. Social Communication in Advertising (2nd edition). Routledge: London. 1985. p. 48.
② William Leiss. et al. Social Communication in Advertising (2nd edition). Ibid. p. 40.
③ Gillian Dyer. Advertising as Communication. Menthuen & Co. Ltd. 1982. p. 72.
① Gillian Dyer. Advertising as Communication. Menthuen & Co. Ltd. 1982. p. 117.
② R. William. Culture. London: Fontana. 1999. p. 36.
③ F. R. Leavis and D. Thompson. Culture and Environment. London: Chatts & Windus. 1933. 转引自Gillian Dyer. Advertising as Communication. Menthuen & Co. Ltd. 1982. p. 80。
④ Herbert Marcuse. One-dimensional Man. London: Sphere. 1972. p. 78.
① Gillian Dyer. Advertising as Communication. Menthuen & Co, Ltd. 1982. p. 87.
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② William Leiss. et al. Social Communication in Advertising (2nd edition). Routledge: London. 1985. p. 197.
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② Magaret Mashment. "The Picture is Political: Representation of Women in Contemporary Popular Culture "in Diane Richardson and Victoria Robinson. eds. Introducing Women's Studies. The Macmillan Press Ltd. 1993. p. 17
③ Mugaret Mashment. "The Picture is Political: Representation of Women in Contemporary Popular Culture in Diane Richardson and Victoria Robinson. eds. Introducing Women's Studies. Ibid. p. 63.
① Magaret Mashment. "The Picture is Political: Representation of Women in Contemporary Popular Culture" in Diane Richardson and Victoria Robinson. eds. Introducing Women's Studies. The Macmillan Press Ltd. 1993. p. 23.
② Magaret Mashment. "The Picture is Political: Representation of Women in Contemporary Popular Culture" in Diane Richardson and Victoria Robinson. eds. Introducing Women's Studies. Ibid. p. 24.
③ Magaret Mashment. "The Picture is Political: Representation of Women in Contemporary Popular Culture" in Diane Richardson and Victoria Robinson. eds. Introducing Women's Studies. Ibid. p. 25.
① Magaret Mashment. "The Picture is Political: Representation of Women in Contemporary Popular Culture" in Diane Richardson and Victoria Robinson. eds. Introducing Women's Studies. The Macmillan Press Ltd. 1993. p. 46.
① (美)贝蒂·弗里丹《女性的奥秘》，巫漪云译，江苏人民出版社，1988年，第247页。
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① Magaret Mashment. "The Picture is Political: Representation of Women in Contemporary. Popular Culture" in Diane Richardson and Victoria Robinson. eds. Introducing Women's Studies. The Macmillan Press Ltd. 1993. p. 126.
② Magaret Mashment. "The Picture is Political: Representation of Women in Contemporary Popular Culture" in Diane Richardson and Victoria Robinson. eds. Introducing Women's Studies. Ibid. p. 127
① Gillian Dyer. Advertising as Communication. Menthuen & Co. Ltd. 1982. p. 108
① Robert Goldman. Reading Ads Socially. Routledge: London. 1992. p. 130
② (英)多米尼克·斯特里纳蒂 《通俗文化理论导读》，阎嘉译，商务印书馆，2001年，第201页。
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② (英)多米尼克·斯特里纳蒂《通俗文化理论导读》，阎嘉译，商务印书馆，2001年，第183页。
① B. Berelson. Content Analysis in Communication Research. New York: Free Press. 1952. p. 152.
② William Leiss. et al. Social Communication in Advertising (2nd edition). Routledge: London. 1985. p. 223.
③ 转引处G Dver. Advertising as Communication Menthuen & Co. Lid. 1982. p. 115.
④ 转引自李思屈《东方智慧与符号学研究》，浙江大学出版社，2003年，第19页。
① 李思屈《东方智慧与符号学研究》，浙江大学出版社，2003年，第22页。
① 李思屈《东方智慧与符号学研究》，浙江大学出版社，2003年，第9页。
① R. William. Culture. London: Fontana, 1999. p. 116.
① R. William. Culture London: Fontana. 1999. pps. 118-9.
② William Leiss. et al. Social Communication in Advertising (2nd edition). Routledge: London. 1985. p. 202
① William Leiss. et al. Social Communication in Advertising (2nd edition). Routledge: London. 1985. p. 202.
② William Leiss. et al. Social Communication in Advertising (2nd edition). Ibid. p. 203.
③ William Leiss, et al. Social Communication in Advertising (2nd edition). Ibid. p. 214.
① 罗钢，王中忱编《消费文化读本》，中国社会利学出版社，2003年，第3页。
② (法)让·鲍德里亚《消费社会》，刘成富，全志钢译，前引书，第1页。
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① (法)让·鲍德里亚《消费社会》，刘成富，全志钢译，前引书，第1页。
② V. de Grazia and Ellen Furlough. Tire Sex of Things. University of California Press. 1996. p. 1.
① Anne M. Cronin.. Advertising and Consumer Citizenship: Gender, Images and Rights. Routledge: London and New York. 2000. p. 2.
② R. Felski. The Gender of Modernity Cambridge MA: Harvard University Press. 2002. p. 65.
③ Rachel Bouldy. Shopping with Freud. London: Routledge.. p. 76.
④ Don Slater. Consumer Culture and Modernity. Cambridge: Polity Press.. 97.
① 潘一禾 《率妇女与消费》，载《浙江大学学报·社科版》 1998年第1期。
① J. Waters and G. Ellis. "The Selling of Gender Identity" in Mary Cross. et al. eds. Advertising and Culture. Praegers Publishers. 1996. p. 93.
② 环宇 《美国女性营销》，《国际广告》，2002年，第11期。
③ 中国广告网，2003年4月4日。
① V. de Grazia and Ellen Furlough. The Sex of Things. University of California Press. 1996. p. 1.
② Mica Nava. "Framing Advertising: Cultural Analysis and the Incrimination of Visual Texts" in Mica Nava. et al. eds. Buy This Book. Routledye: London and New York. 1987. p. 38.
① Christine Frederick. Selling Mrs. Consumer. New York: Business Bourse. 1929. p. 12.转引自Daniel Delis Hill. Advertising to the American Women 1900-1999. Ohio State University Press, 2002. p. 1.
② Erring Goffman. Gender Advertisements. Harper and Row Publishers, 1979. p, 3.
③ Stuart Ewen. Captains of Consciousness: Advertising and the Social Roots of the Consumer Culture. Mcgraw-Hill Book Company. 1976. pps 151-152.
④ Edward E. Filene. Successful Living in the Machine Age. New York University Press. 1931. p. 133.转引自Stuart Ewen. Captains of Consciousness: Advertising and the Social Roots of the Consumer Culture. Mcgraw-Hill Book Company 1976. p. 151.
⑤ Gilman M. Ostrander. American Civilization in the First Machine Age: A Cultural History of America's First Age of Technological Revolution and Rule the Young. Next York University Press. 1972.转引自Stuart Ewen. Captains of Consciousness: Advertising and the Social Roots of the Consumer Culture. Mcgraw-Hill Book Company. 1976. p. 153.
① Stuart Ewen. Captains of Consciousness: Advertising and the Social Roots of the Consumer Culture. Megraw-Hill Book Company. 1976. p. 153.
② Christine Frederick. Selling Mrs. Consumer. New York: Business Bourse. 1929. p. 12.转引自Daniel Delis Hill. Advertising to the American Women 1900-1999 Ohio State University Press. 2002. pps. 14-16.
③ Stuart Ewen. Captains of Consciousness: Advertising and the Social Roots of the Consumer Culture. Mcgraw-Hill Book Company. 1976. p. 154.
① Z. Bauman. Freedom. Milton Keynes: Open Unversity Press. 1988. p. 72.
② J. Baudrillard. Simulations. New York: Semiotext(e).1989. p. 165.
③ P. Bourdicu. Distinction: A Social Critique of the Judgment of Taste. London: Routledge and Koran Paul. 1989. p. 213.
① Z. Bauman. Thinking Sociologically. Oxford: Blackwell. 1990. p. 204.
② Z. Bauman. Thinking Sociologically. Ibid. p. 206.
① (英)迈克·费瑟斯通《消费文化与后现代主义》，刘精明译，译林出版社，2000年，第一页。
② 同上，第一页。
③ (英)多米尼克·斯特里纳蒂《通俗文化理论导读》，阎嘉译，商务印书馆，2001年，第199页。
④ J. Baudrillard. Simulations. New York: Semiotext(e). 1989. p. 54。
⑤ (英)多米尼克·斯特里纳蒂《通俗文化理论导读》，阎嘉译，商务印书馆，2001年．第4页。
⑥ F. Jameson. Postmodernism or the Cultural Logic of Late Capitalism New Left Review. P. 146.
⑦ Chris Rojek. Decentring Leisure: Rethinking Leisure Theory London: Sage. 1995转引自Anthons J. Cortese. Images of Women and Minorities in Advertising. Rowman and Littlefield Publishers. Inc.. 1999. pps. 5-6.
① (英)多米尼克·斯特里纳蒂《通俗文化理论导读》，阎嘉译，商务印书馆．2001年，第250页。
② Sut Jhully. The Codes of Advertising. Routledge: New York. 1987. p. 2.
③ Stuart Ewen. Captains of Consciousness: Advertising and the Social Roots of the Consumer Culture Mcgraw-Hill Book Company. 1976. p. 76.
④ Herbert Marcuse. One-dimensional Man. London: Sphere. 1972. p. 19.
① Vance Packard. The Hidden Persuaders. New York: D, McKay. 1957. p. 65.
② C. Wright Mills. The Power Elite. New York: Oxford University, Press. 1965,转引自Sut Jhully. The Codes of Advertising. Routledge: New York. 1987. p. 35.
③ Don Slater. "Consumer Culture and the Politics of Need'" in Mica Nava. et al. eds. Buy, This Book. Routledge: London and New York. 1987. p. 51.
④ Neil Borden, The Economic Effects of Advertising. Chicago: Richard Irving. 1947. 转引自William Leiss. et al., Social Communication in Advertising (2nd edition). Routledge: London. 1985. p. 36.
⑤ Julian Simon. Issues in the Economics of Advertising. Urban: University of Illinois Prcss.1970. 转引自William Leiss. et al. Social Communication in Advertismg (2nd edition). Routledge: London. 1985. p. 37.
⑥ Mark Albion and Paul Ferris. The Advertising Controvery Boston: Auburn House. 1981. 转引自William Leiss. et al. Social Communication in Advertising (2nd edition). Routledge: London. 1985. p. 38.
① (美)米切尔·甜德森《广告：艰难的说服》，陈安全译，华夏出版社，2003年，第8页。
② William Leiss. et al. Social Communication in Advertising (2nd edition). Routledge: London. 1985. p. 37.
③ William Leiss. et al. Social Communication in Advertising (2nd edition). Ibid, p. 39.
① P. Kotler & R. E. Turner. Marketing Management(4th edition). Scarborough. Ont.: Prentice-Hall. Canada. 1981. p. 25.
① Keat. et al. The Authority of the Consumer. Routledge. London & New York. 1994. p. 29.
① Anthony J. Cortese. Images of Women and Minorities in Advertising. Rowman and Littlefield Publishers. Inc.. 1999. p. 18.
② Anthony J. Cortese. Images of Women and Minorities in Advertising. Ibid. p. 19.
③ Anthony J. Cortese. Images of Women and Minorities in Advertising. Rowman and Littlefield Publishers. Inc., 1999, p. 21.
① William Leiss. et al. Social Communication in Advertising (2nd edition). Routledge: London. 1985. p. 226.
① Katherine K. Parkin. Food is Love (unpublished dissertation). Temple University Graduate School. 2001. p. 109
① Rita Maria Mclenze. Bodies at Work: Women, the Work Ethic and the Body (unpublished disertation). Yale University Graduate School. 2001. p. 60
① 贝蒂·弗里丹《女性的奥秘》，巫漪云译．江苏人民出版社，1988年，第45页。
② A. E. Courtney and S. W. Lockeretz. "A Women's Place: An Analysis of the Roles Portrayed by Women in Magazine Advertisements" in Journal of Market Research. August. 1971.
③ Erving Goffman. Gender Advertisements. Harper and Row Publishers. 1979. p. 78.
④ J. R. Dominick and G. E. Rauch. "The Image of Women in Network Television Commercials" in Journal of Broadcasting. March. 1972.
① L. A, McArthur and B. G. Resco. "The Portrayal of Men and Women in American Television Commercials" in Journal of Social Pshchology; September. 1975.
② J. D, Culley and G. E. Benett. "Selling Women. Selling Blacks" in Journal of Communication. April. 1976.
③ M. A. Masse and K, R. Blum. "Male and Female Created Them: the Depiction of Gender in Advertising of Traditional Men's and Women's Magazines" in Women's Study International Forum. November. 1988.
④ S. L. Lazier. "New Generation of Images of Women" in P. J. Creedon. cd. Womeu in Mass Communication. Newsbury Park. CA: Sage Publications. 1993. p. 247-260.
⑤ Katherine K. Parkin Food is Love (unpublished dissertation). Temple University Graduate School. 2002.
① Lee Yoon-Jung. The Influence of Advertisements of Products Aimed at Appearance Management on Consumers'Body Image: Social Comparison with Media Models(unpublished dissertation). University of Wisconsin-Madison. 2001.
② Tom Reicht. "Cheesecake and Beefcake: No Matter How You Slice It. Sexual Explicitness in Advertising Continues to Increase" in Journal of Mass Communication Quarterly, Vol 76. No, Ⅰ. Spring. 1999.
① Gillian Dyer. Advertising as Communication. Menthuen & Co. Ltd. 1982. pps. 108-109.
① (英)多米尼克·斯特里纳蒂 《通俗文化理论导读》，阎嘉译，商务印书馆，2001年，第206页。
① L. Van Zoonen. "Feminist Perspectives on the Media" in J. Curran and M. Gurevitch, eds. Mass Media and Society. London: Edward Arnold. 1982. p35.
② Gillian Dyer. Advertising as Communication. Menthuen & Co. Ltd. 1982. pps. 185-186.
① 刘伯红，卜卫 “我国电视广告中女性形象的研究报告”，载《新闻与传播研究1997年第一期。
② 李雪枫 “从广告中你看到了怎样的女人?”，载《广告导报》 1997年4月17日。
① 王眉《杂志广告的女性形象变化研究》，载《中国广告》2002年第2期。
② http://www.cuhk.edu.hk
① http://www.cuhk.edu.hk
② 同上。
③ 同上。
④ Thomas Tsu Wei Tan. et al.. "Gender Role Portrayals in Malaysian and Singaporean Television Commercials: An International Advertising Perspective" in Journul of Business Research, 55. 2002.
① Gillian Dyer. Advertising as Communication. Menthuen & Co. Ltd. 1982. p. 109.
① 喻国明《斛构民意——一个舆论学者的实证研究》，华夏出版社，2001年，第51-52页。
① Naomi Wolf. The Beauty Myth. New York: Marrow. 1992. p. 5.
② Tom Reicht. "Cheesecake and Beefcake: No Matter How You Slice It. Sexual Explicitness in Advertising Continues to Increase" in Journal of Mass Communication Quarterty. Vol 76, No. Ⅰ. Spring, 1999.
③ Erving Goffman. Gender Advertisements. Harper and Row Publisher. 1979. p. 45.
① J. Waters and G, Ellis, "The Selling of Gender Identity" in in Mary Cross, et al. eds. Advertising ahd Culture. Praegers Publishers, 1996, p. 93,
② J. Waters and G. Ellis, "The Selling of Gender Identity" in in Mary Cross. et al. eds. Advertising and Culture. Ibid. p.
③ 卜卫《媒介与性别》，江苏人民出版社，2001年，第15页。
④ (美)S．T．费斯克，S．E．泰勒《社会认知——人怎样认识自己和他人》，张庄林等译，贵州人民出版社，1994年，第75页。
① (美)海伦·费希尔《第一性》，王家湘译，辽宁人民出版社，2001年，第23页。
① Anne M. Cronin. Advertising and Consumer Citizenship: Gender, Images and Rights. Routledge: London and New York. 2000. p. 11.
① Erving Goffman. Gender Advertisements. Harper and Row Publishers, 1979. p. 94.
② Erring Goffman, Gender, Advertisements. Ibid. p. 94.
③ Sut Jhully. The Codes of Advertising Routledge: New York. 1987. pps. 134-135.
① Annette Kuhn. The Power of Image. Routeledge and Kegan Paul: London. 1985. p. 90.
② 李思屈《东方智慧与符号学研究》，浙江大学出版社，2003年，第29页。
① Diamond Morris. The Human Zoo. New York: Kodansha, 1969. 转引自Anthony J. Corteze. Images of Women and Minorities in Advertising. Rowman and Littlefield Publishers. Inc.. 1999. pps. 18-20.
② Malt Kidney The Red Queen: Sex and the Evolution of Human Nature. New York: Paegnin. 转引自Anthony J. Coneze. Images of Women and Minorities in Advertising. Rowman and Littlefield Publishers. Inc.. 1999. p, 18.
① 李思屈“东西方广告的女性符号比较”，载《西南民族学院学报·哲学社会科学版》 2001年第9期。
① 《中国广告》2001年第九期。
① Robert Goldman. Reading Ads Socially. Routledge: London. 1992. p. 126.
② Robert Goldman. Reading Ads Socially. Ibid. p. 116.
③ Jackson Katz. "Advenising and the Constructing of Violent White Masculinity" in Gail Dines. eds. Gender: Race and Class in Media. Sage Publication. 1995. pps. 133-141.
① Gillian Dver. Advertising as Communication. Menthuen & Co. Ltd. 1982. p. 20.
① Adam Lury. "Advertising. Moving beyond the Stereotypes" in Russell Keat. eds. The Authority of the Consumer. Routledge: London. 1994. p. 93.
① Celia Lury and Alan Warde. "Investments in the Imaginary Consumer" in Mica Nava. eds. Buy This Book. Routledge: London and New York. 1987. p.90.
① (美)米切尔·舒德森《广告：艰难的说服》，陈安全译，华夏出版社，2003年，第14页。
② (美)米切尔·舒德森《广告：艰难的说服》，陈安全译，前引书，第15页。
① (美)戈登·福克塞尔等《市场营销中的消费者心理学》．裴利芳等译，机械工业出版社，2001年，第3页。
② P. E. Drucker. Innovation and Entrepreneurship. London: Heinemann. 1985. p. 233.
① Mica Nava. "Framing Advertising: Cultural Analysis and the Incrimination of Visual Texts" in Mica Nava. et al. eds. Buy This Book. Routledge: London and New York.1987. p. 36.
② Mica Nava." Framing Advertising: Cultural Analysis and the Incrimination of Visual Texts" in Mica Nava. et al. eds.Ibid.p.37
③ Thomas Richards. Commodity Culture of Victorian England." Advertising and Spectacle 1851-1914. London: Verso, 1981.pps.12-13.
④ Mica Nava. " Framing Advertising: Cultural Analysis and the Incrimination of Visual Texts" in Mica Nava. et al. eds, Buy This Book. Routledge: London and New York.19$7. p, 40.
① (美)米切尔·舒德森《广告：艰难的说服》，陈安全译，华夏出版社，2003年，第21页。
② Mica Nava. "Framing Advertising: Cultural Analysis and the Incrimination of Visual Texts" in Mica Nava. et al. eds. Buy This Book. Routledge: London and New York. 1987. p. 40.
① Mica Nava." Framing Advertising: Cultural Analysis and the Incrimination of Visual Texts" in Mica Nava. et al. eds. Ruy, This Book. Routledge: London and New York. 1987. p. 40.
② (美)米切尔·舒德森《广告：艰难的说服》，陈安全译．华夏出版社．2003年，第28页。
③ Mica Nava. " Framing Advertising: Cultural Analysis and the Incrimination of Visual Texts" in Mica Nava. et al.eds. Buy This Book. Routledge: London and New York. 1987. p.28.
④ (美)米切尔·郐德森《广告：艰难的说服》，陈安全译，前引书，第28页。
⑤ Celia Lury and Alan Warde. "Investments in the Imaginary Consumer" in Mica Nava.eds. Buy This Book. Routledge: London and New York. 1987. p. 98.
① 田诗文主编《电视广告》，中国广播电视出版社，2001年，第4页。
① Howard Fretton. " They Consume Advertising. too: Advertising in Theory. and Everyday Life", dissertation for MA in Cultural Studies. Thames Valley University.p. 24.
② Armand Mattelart. Advertising International. London: Routledge. 1991.p. 153.
① Sut Jhully.The Codes of Advertising. Routledge: New York. 1987. p.6.
① Celia Lury and Alan Warde. "Investments in the Imaginary Consumer" in Mica Nava.eds. Bry This Book. Routledge: London and New York. 1987. p. 87.
② Celia Lury and Alan Warde. "Investments in the Imaginary Consumer" in Mica Nava. eds. Buy This Book. Ibid.p.87.
① 张海潮“生存与发展——电视广告业的现实和未来”，载《电视研究》．2002年第8期。
① Gillian Dyer. Adverlising as Communication. Menthuen & Co, Ltd,1982, p. 110.
① Anthony J. Corteze. Images of Women and Minorities in Advertising.Rowman and Littlefield Publishers.Inc..1999.p.3.
② James B, Twitchell. Adcult USA: the Triumph of Advertising in American Culture. New York: Columbia University Press, 1996.p.229
③ (美)米切尔·舒德森《广告：艰难的说服》，陈安全译，华夏出版社，2003年，第3页。
④ J. A. Wiles. "A Comparison of Gender Role Portrayals in Magazine Advertising" in Journal of Marketing. 2002, November.
⑤ Thomas W. Whipple and Alice E. Courtney. " Female Role Portrayals in Advertising and Communication Effectiveness: A Review" in Journal of Advertising. 1985. vol 14. No. 3.
⑥ John B. Ford. et al. " Women's Studies and Advertising Role Portrayals in Advertising" in Journal of Currem Issues and Research in Advertising, 1986. vol 18. Spring.
① Ulrich R. Orth and Denisa Holancova. " Men's and Women's Response to Sex Role Portrayals in Advertisements" in Imernational Journal of Research in Marketing, 2004. vol. 21.
② Michael S. LaTour.et al. " Is Industrial Advertising Still Sexist——It's in the Eye of the Beholder" in Industrial Marketing Management. 1998. vol. 27.
③ Roger A. Kerin. et al. " Women in Advertising Retrospect and Prospect in Journal of Advertising. 1979. vol. 8.
① Copy Chasers. " Getting. beyond the Girl" in Business Marketing, 1986. Oclober.
② Michael S. LaTour.et al. " Is Industrial Advertising Still Sexist——It's in the Eye of the Beholder" in Industrial Marketing Management. 1998. vol. 27.
① Rita Maria Melenze. Bodies at Work: Women. the Work Ethic and the Body (unpublished dissertation). Yale University Graduate School.2001.
② Lee Yoon-Jung. The Influence of Advertisements of Products Aimed at Appearance Management on Consumers "Body Image: Social Comparison with Media Models(unpublished dissertation). University of Wisconsin-Madison. 2001.p. 15.
③ S. Fisher and E. Sidney. Body Image andPersonality(2nd edition). New York: Dover Publishing. 2002.p.92.
④ S. Fisher. "The Evolution of Psychological Concepts about the Body" in T. F. Cash and Pruzinsky. eds. Body Images: Development and Change. New York: The Guilford Prcss. 1990.pps.3-20.
① L. M. Scott. " The Bridge from Text to Mind: Adapting. Readcr-response Theory to Consumer Research in Journal of Consumer Research. vol 21. December.
① D. G Mick and C. Buhl. "A Meaning-based Model of Advertising Experiences" in Journal of Consumer Research. vol. 19. December.
② L. Festinger." Informal Social Communication" in Psychological Review. 2002. vol. 57.
① E. Singer. " Reference Groups and Social Evaluations" in M. Rosenberg, eds. Social Psychology: Social Perspectives. New York: Basic Books, 1990.pp.66-93.转引自Lee Yoon-Jung. The Influence of Advertisements of Products Aimed at Appearance Management on Consumers'Body Image: Social Comparison with Media Models(unpublished dissertation), University of Wisconsin-Madison. 2001.
② C.L.Gruder. "Choice of Comparison Persons in Evaluating Themselves" in J. M. Suls. eds. Social Processes: Theoretical and Empirical Perspectives. New, York: Willey. 1977.pp.21-41.转引自Lee Yoon-Jung. The Influence of Advertisements of Products Aimed at Appearance Management on Consumers'Body Image: Social Comparison with Media Models(unpublished dissertation). University of Wisconsin-Madison, 2001.
③ L. Rosow. Social Integration of the Aged. New York: Free Press, 1967.p.89.
④ H. M. Strauss. "Reference Groups and Social Comparison Processes among the Totally Blind" in H. H.Hyman. eds. Readings in Reference Group Theory and Research. New York: Free Press. 1968.pp.222-237.转引自Lee Yoon-Jung. The Influence of Advertisements of Products Aimed at Appearance Management on Consumers" Body Image: Social Comparison with Media Models(unpublished dissertation). University of Wisconsin-Madison. 2001.
① E. C. Meceda In Pursuit of An Illusion: Effects of the Mass Mtedia Ideal of Beauty on Homen's Body Image (unpublished doctoral dissertation). The University of Michigan. Ann Arbor.转引自Lee Yoon-Jung. The Influence of Advertisements of Products Aimed at Appearance Management on Consumers' Body Image: Social Comparison with Media Modelsiunpublished dissertation). University of Wisconsin-Madison. 2001.
② M. C. Martin and P.E.Kennedy. "'The Measurement of Social Comparison to Advertising Models: A Gender Gap Revealed" in J.A.Cpsta. eds. Gender Issues and Consumer Behaviour. Thousand Oaks. CA: Sage Publications.Inc. 1989.pps. 104-124.
① S. B. Kaiser. The Social Psychology of Clothing: Symbolic Appearance in Context(revised 2nd edition). New York: Fairchild. 1997.p.65.
② G. McCracken. " Culture and Consumption: A Theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer Goods" in Journal of Consumer Research, 1985.vol. 13.转引自Lee Yoon-Jung. The Influence of Advertisements of Products Aimed at Appearance Management on Consumers' Body Image: Social Comparison with Media Mordels(unpublished dissertation). University of Wisconsin- Madison. 2001.
① Lee Yoon-Jung, The Influence of Advertisements of Products Aimed at Appearance Management on Consumers 'Body Image: Social Comparison with Media Models(unpublished dissertation). University of Wisconsin- Madison. 2001.p. 19
① G. McCracken. " Culture and Consumption: A Theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer Goods" in Journal of Consumer Research. 1985.vol. 13.转引自Lee Yoon-Jung. The Influence of Advertisements of Products Aimed at Appearance Management on Consumers' Body Image: Social Comparison with Media Models(unpublished dissertation). University of Wisconsin-Madison. 2001 .p. 18.
② J. P. Peter and J.C. Olson. Consumer Behaviour(3rd edition). Homewood. IL: Irving. 1993,p.53.
① N. M. Mckinley and J.S.Hyde. " The Objectified Body Consciousness Scale: Development and Validation" in I'sychology of Homen Quarterly, 2003. vol.20.
① Anna Trosslow Aronson, " Identified body Images in Ads: A Consumer Perspective" in Nordic Consumer Research. 1998, November.
① Jennifer Scanlon, "Advertising Women: the J, Water Thompson Company Women's Editorial Department" in Jennifer Scanlon. ed. The Gender and Consumer Culture Reader New York University Press.2000. p. 201.
② Roland Marchand.Advertising the American Dream: Making Way for Modernity, 1920-1949. Berkley: University of California Press. 1985.p.33.
① Jennifer Scanlon. "Advertising Women: the J. Water Thompson Company Women's Editorial Department" in Jennifer Scanlon. ed. The Gender and Consumer Culture Reader New York University Press.2000. p. 196.
② Jennifer Scanlon. "Advertising Women: the J. Water Thompson Company Women's Editorial Department" in Jennifer Scanlon. ed. The Gender and Consumer Culture Reader.Ibid.p197.
③ Jennifer Scanlon. "Advertising Women: the J. Water Thompson Company Women's Editorial Department" in Jennifer Scanlon. ed. The Gender and Consumer Culture Reader. Ibid.p197.
④ Jennifer Scanlon. "Advertising Women: the J. Water Thompson Company Women's Editorial Department" in Jennifer Scanlon. ed. The Gender and Consumer Culture Reader. Ibid.p197.
① Katherine K. Parkin. Food is Love (unpublished dissertation). Temple University Graduate School.2001.ⅲ.
① Jennifer Scanlon. "Advertising, Women: the J. Water Thompson Company Women's Editorial Department" in Jennifer Scanlon. ed. The Gender and Consumer Cuhure Reader. New York University Press.2000. p.215.
1、艾晓明《广告故事与性别——中外广告中的妇女形象》，载《妇女研究论丛》，2002年第2期。
2、(美)贝蒂·弗里丹《女性的奥秘》，巫漪云译，江苏人民出版社，1988年。
3、卜卫《媒介与性别》，江苏人民出版社，2001年。
4、(英)多米尼克·斯特里纳蒂《通俗文化理论导读》，阎嘉译，商务印书馆，2001年。
5、(美)戈登·福克塞尔等《市场营销中的消费者心理学》，裴利芳等译，机械工业出版社，2001年。
6、何辉《从分析作品开始学做广告》，中国广播电视出版社，2002年。
7、环宇《美国女性营销》，《国际广告》，2002年，第11期。
8、李思屈“东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》2001年第9期。
9、李思屈《东方智慧与符号学研究》，浙江大学出版社，2003年。
10、李雪枫“从广告中你看到了怎样的女人?”，《广告导报》 1997年4月17日。
11、刘伯红，卜卫“我国电视广告中女性形象的研究报告”，《新闻与传播研究》 1997年第一期。
12、罗钢等主编《文化研究读本》，中国社会科学出版社，2003年。
13、罗钢，王中忱编《消费文化读本》，中国社会科学出版社，2003年。
14、(英)迈克·费瑟斯通《消费文化与后现代主义》，刘精明译，译林出版社，2000年。
15、(美)米切尔·舒德森《广告：艰难的说服》，陈安全译，华夏出版社，2003年。
16、潘一禾《论妇女与消费》，《浙江大学学报·社科版》 1998年第1期。
17、潘知常，林玮《传媒批判理论》，新华出版社，2002年。
18、(法)让·鲍德里亚《消费社会》，刘成富，全志钢译，南京大学出版社，2000年。
19、王眉“杂志广告的女性形象变化研究”，《中国广告》 2002年第2期。
20、(美)斯图尔特·霍尔《表征》，徐亮等译，商务引书馆，2003年。
21、(美)斯图尔特·霍尔《编码，解码》，罗钢等主编《文化研究读本》，中国社会科学出版社，2003年。
22、司徒銮《消费文化研究》，济南大学出版社，2002年。
23、(美) S．T．费斯克，S．E．泰勒《社会认知——人怎样认识自己和他人》，张庄林等译，贵州人民出版社，1994年。
24、田诗文主编《电视广告》，中国广播电视出版社，2001年。
25、喻国明《解构民意——一个舆论学者的实证研究》，华夏出版社，2001年。
26、(英)约翰·费斯克著，《理解大众文化》，王小玉等译，中央编译出版社，2001年。
27、(美)约瑟芬·多诺万《女权主义的知识分子传统》，赵育春译，江苏人民出版社，2002年。
28、张海潮“生存与发展——电视广告业的现实和未来”，载《电视研究》，2002年第8期 周伟 《前沿报告》，光明日报出版社，2002年。中国广告网，2003年4月4日。
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