【摘要】 女性主义批判对广告中女性待遇的描绘和批判不乏意义,但却未找到恰当的批判对象。广告,包括广告主、广告创作者和代理机构,以及广告媒介并非刻意与女性为敌,真正桎梏、贬低、侮辱、矮化、性对象化女性的罪魁是男权社会本身。改变这一切将是一个渐进的过程。更多还原

【Abstract】 The author traces feminists’ description and criticism of advertising and points out that such criticism isn’t without significance,but its critical force is weakened because it stops at the phenomenal level.Feminists don’t seem to have found the right critical object. An analysis of the nature of advertising leads to the conclusion that advertising, including advertisers,advertising men,advertising agencies and the media, does not have the intention to oppose women, and male-dominating society instead of the above-mentioned factors should be responsible for women’s advertising image , treatment and situation. The society in which advertising is made should take this responsibility.The change of women’s position takes a long way to go and it depends on women’s improvement of education and independence so as to increase their participation in society, politics and economy.更多还原