【作者】 张律；

【导师】 陈国钧；

【作者基本信息】 南京师范大学 ， 新闻学， 2004， 硕士

【摘要】 都市女性无论是在家庭生活还是其社会角色方面都发生了巨大的变化，女性群体已扮演了起主导作用的“消费代理”角色，各种媒体上的广告也铺天盖地地对女性而来。无论是在传统上以女性为主要诉求对象的领域，还是在女性消费的新兴领域，电视广告都已经开始随女人而变。这种变化一方面围绕着各式各样的品牌战，通过广告树立品牌个性，以及上移品牌位阶；另一方面体现在广告形象的演变上，如今的广告创意人员应该着重展示女性丰富的个性心理以及独立自我的性格特征，理解女性承担的多重角色，并且力争给予女性与男性同等的性别认同。让女人们在广告所编织的“都市神话”中醉一回，换来的也许是广告主鼓鼓囊囊的钱包。而当女人们发现光环下的明星们是一个永远无法企及的梦时，源于普通的信任就显得靡足珍贵了。此外，女性喜好议论闲事的天性也是广告商可以借用的锐器。如今的都市女性在消费领域已越来越多地扮演起了“网络枢纽”的角色，成为了口碑行销的主力军。电视广告可以采取友好推荐的口吻，通过上演精彩的故事或者告知实实在在的好处等方法，精心提炼诉求点与口号，突现美感、注重细节，使广告商品在女性消费者中产生良好的口碑，并且让她们愿意在其社会网络中传递相关信息。更多还原

【Abstract】 Great changes have taken place on the townie womenfolk no matter what in the domesticity or in the society. The female community has already played the predominant role of "the agency of consumers". Every kind of advertisements also spreads to the womenfolk. TV advertisements began to change with the women whether in the traditional fields aiming at womenfolk or in the rising domain of the women’s consumption. On the one hand, the competition of the brand is very heated. The advertizers try to build up the character of the brand and move the position of the brand to the higher place with the help of the ads. On the other hand, the images in the ads also began to change. The authors of the ads should pay more attention to show the women’s abundant personality and independent character. They should comprehend women’s every kind of roles and give the same sexual identity to the women and the men. When townie women fell into the miracle created by the ads, the advertizers’ wallets will be full. But, when the women find that is a dream out of touch, they will come to trust the ordinary images in the ads. The advertizers also can make a good use of the women’s character of liking to chat. Nowadays, townie women become the "hinges of the nets" in fields of consumption, and they are the main force of the "Word of Mouth Marketing". TV ads can use a friendly strain, tell the audience a wonderful story, or some certain benefits. A great slogan, aesthetic feeling, and painstaking detail also do well. They can bring the commodity nicer public praises in the womenfolk, and let them willing to spread the information of the ads within their circles.更多还原