女性视角下广告英语性别歧视研究_商务英语论文
文档分类: 商务英语 文档上传会员:丶潶眼圈 上传时间:2017-11-27
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摘  要

在信息化的今天,广告已经成为我们现代生活必不可少的一部分。然而,由于长期存在于英语文化中的两性冲突,英语广告中出现了大量针对女性的歧视性语言,这不仅仅是对社会两性关系的误读,更严重的是加剧着两性的不平等。因此,从女性视角出发来研究性别歧视问题在广告英语中的体现,能有助于英语文化中两性冲突的缓解,促进两性地位的平等。本文通过总结前人经验,分类比较,从各类暗示性别歧视信息的广告英语典型实例入手,第一部分主要阐述了性别歧视大多体现在女性在广告英语中的社会、家庭和外在形象中。第二部分指出,由于历史文化、女性自身的无意识和商业的需要,使得女性在社会地位上与男性相差悬殊。最后一部分提出了消除性别歧视、促进两性平等的意见:只有发挥大众媒体的作用,提高女性的自我意识,出台两性平等的法律条例,才能从根本上改善男女性地位的不平等现象。女性视角下对广告英语中性别歧视的研究,不但能让我们从各方面系统地认识到其给我们生活带来的负面影响,更有助于人们提高男女平等的自我意识,改变男权主义的主导色彩。

关键词:广告英语;女性形象;性别歧视

Abstract

In today's information age, advertisements have become an indispensable part of our daily life as one of the principle means to obtain information. However, because of the gender conflicts that exist in English culture, there are plenty of discriminatory advertising expressions against female, which is not only a misreading to the social relations between the sexes, but also a destruction to gender equality. Therefore, to study the reflection of gender discrimination in advertising English from female perspective is conductive to alleviate the conflicts and promote equal statues of both genders. This paper summarizes predecessors’ experience, and by classification and comparison, it lists out several typical examples of advertising English which implicate sexual message. The first part mainly expounds that the gender discrimination in advertising English is embodied in social, family and sexual image of female. The second part points out that owing to English culture and history, female’s unconsciousness as well as commercial needs, male and female have created a wild difference on status. The last part puts forward suggestions so as to eliminate such discrimination as much as possible and furthermore promote gender equality between male and female. Only if we make use of mass media, improve female’s self-consciousness and carry out relative laws, can we fundamentally change this phenomenon. From female perspective, readers are capable of realizing the negative impacts advertising English bring to our life, moreover, it helps to input a concept into people about gender equality, so as to remove the dominant stereotype of male chauvinism.

Key words: advertising English; female image; sexism
 

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