中英商业广告中的男性形象定势对比分析_英语论文

A Contrastive Analysis of Male Stereotypes in British and Chinese Commercial Advertisements

摘要

在开放的经济政策下，如何才能加快经济的发展对中国来说是一个尤为重要的任务。又由于中国是一个商业大国，因此国际贸易的发展对中国的产业结构调整来说也是非常重要的，而作为国际贸易的开拓者国际广告对国际贸易很重要，所以国际广告是值得研究的。而且，当我们把我们的广告和别人的广告做比较时，我们对这两种广告都会有更清晰的理解。该论文主要对中英商业广告进行对比分析，并且，随着女权运动的爆发，世界上研究女性的资料已经越来越多了，但是研究男性的资料却寥寥无几，因此，本论文将对中英商业广告中男性形象进行对比分析，以找出他们两者之间的相同点和不同点。

  除去引言和结论，该论文主要由四部分组成，第一部分主要分析中国商业广告中的男性形象，主要从男性在代言男士用品，女士用品，无性别用品中所呈现的形象来具体分析；第二部分主要分析英国商业广告中的男性形象，分析要点和第一部分相同；第三部分则根据第一二部分的分析，找出相同点和不同点；第四部分则是找出造成上述现象的原因，同时希望能引起国际广告的重视。

关键词：男性形象；商业广告；英国；中国

Abstract

In open economy system, how to speed up economic development is becoming the most important task of China. China is a large commercial nation, so the development of international trade means a lot to industrial structural readjustment in China. Meanwhile, international advertising, as a pioneer of international business, has vast importance to the international trade. It is well worth us studying international advertising. When we compare our advertisements with others, we will have a better understanding of our advertisements and the one that was compared. This paper chooses to make a comparison in commercial advertisements between China and Britain, and with the world feminist movement spreading, there are already reams of research data about women while research about men are overshadowed. Then this paper will try to make a contrast between Chinese and British male images in advertisement to find the differences and similarities between them.  

Apart from introduction and conclusion this paper mainly contains four parts. It firstly analyses the male stereotypes in Chinese commercial advertisement, including male commodities, female commodities and unisex commodities. Then the second part will do the counterpart analysis to British commercial advertisement. Thirdly, the writer will try to find the differences and similarities between them. Finally, the paper will find out possible reasons to above phenomena and call for more attention to international advertisement.

Key words: male stereotypes; commercial advertisements; Britain; China