【作者】 罗燕媚；

【导师】 卫景宜；

【作者基本信息】 暨南大学 ， 英语语言文学， 2004， 硕士

【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。更多还原

【Abstract】 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.更多还原