【作者】 黄群；

【导师】 王军元；

【作者基本信息】 苏州大学 ， 传播学， 2008， 硕士

【摘要】 本文以《新民晚报》为主要考察对象来研究当代中国广告中的人物形象变迁,本文分为四个部分:研究视角、样本分析、趋势和问题以及结论和讨论。在具体的研究人物形象时,我们从性别、阶级和年龄这三个方面来分析样本,对《新民晚报》自从1982年复刊以来到2006年这25年的每个月第一天的587条广告进行分析和整理,得出了女性形象日益多样化且具有一定的解放意义,人物形象的变化和发展是和社会的发展进程相关联的,以及广告中人物形象的阶层化明显和广告中对于男性和女性的建构日益宽容这四个结论,同时看出了人物形象变迁与社会转型,文化传统,性开放和全球化的关系,最后指出了:广告中反映下层劳动人民的广告数量较少,人物形象单一、性格刻板;女性形象塑造还是存在着误区而男性形象则继续拔高和美化;广告中的男性有更为明显的消费意识;广告中的女性形象更加多样化:她们也更加独立、自信与时尚;当代中国广告中的人物形象呈阶段化的发展过程等问题并对这些问题进行了进一步的讨论,深化了当代社会与广告、我们与广告的相互影响、相互制约的关系。更多还原

【Abstract】 This article takes the contemporary Chinese advertisements as the study object, and takes《xinmin evening paper》as the example. This article is divided into four parts: research angles of view, sample analysis, tendencies and questions as well as conclusions and discussions. When we inspect concrete researches in character images, we do it from sex, social class and age .We analyze and collect 587advertisements of every month from1982-2006since the republication of《xinmin evening paper》,and have obtained four conclusions, that is, the feminine images diversification, the certain liberation significance, the character images changed with the society’s development as well as in the advertisements of the character images, social stratum is obvious and the feminine are constructed. And we find out that the cultural tradition、sex openness、the reform and opening-up and the globalization are related with image changes.Lastly, the article has pointed out: the advertisements reflected less low-level class’image; the character image is unitary and the characters are stereotype; the feminine image molds has the erroneous zone but the masculine image continues to raise with the beautification; in the advertisements male have consumer consciousness. In the advertisements feminine image changed: they are more independent, self-confident and fashionable. Character images in the contemporary Chinese advertisements have changed gradually and we have carried on further discussions about these questions. The feminine image deepened the relationships with the contemporary society and the advertisements. People and advertisements are mutually influenced and restricted.更多还原