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“广告为商业之史乘,亦为文化发展之记录”①著名报学家戈公振曾这样说过。广告记录着我们的生活,是历代经济和文化发展的一种呈现。从过去的电视广告中我们可以看出,受传统观念的影响,只强调“大男人”形象,而割舍了男人脆弱的一面。男性作为人的本性被忽视,随着社会经济的国际化,外来文明的进入,人们的人生观,价值观发生了变化。男性在现代电视广告中的形象由单一化走向了多元化。
“Advertising is the history of business, and it is also a record of cultural development.” The famous newsagent Ge Gongzhen once said. Advertising records our life is a manifestation of the economic and cultural development of successive generations. From the past television advertisements, we can see that under the influence of traditional concepts, we only emphasize the image of “big man”, leaving the vulnerable side of man. Men are neglected as human nature. With the internationalization of social economy and the entry of foreign civilization, people’s outlook on life and values have changed. The image of men in modern television advertising has shifted from singularization to pluralism.