美国威斯康星论文代写:文化观念
Keywords:美国威斯康星论文代写:文化观念
这场运动表明了另一种文化观念，那就是女性是如何被代表的。Amico(1998)说:“广告把女性塑造成天真、性感的形象。”从广告一开始，女性就扮演着一种顺从和戏谑的角色，把她们看作是奢华生活的另一种表现。女人有一个说话的部分;在广告中，女性角色很少在广告中有发言权，除非广告是针对直接面向女性的广告。Wood(1999)指出，“在美国，女性化意味着有吸引力、有差异、不好斗、情绪化、有教养、关心他人和人际关系”(如Turow & McAllister, 2009，第193页)。这些概念在商业广告中被描述出来，强调了性别角色的历史信念，即女性作为主角应该为男性服务。尽管这些女性的着装暗示着职业精神，就像许多现代女性一样，当她们被描绘成这样时，她们被认为必须在回家后从事“第二份工作”。没有比平时更多的证据表明，这则广告正在削弱妇女权利方面取得的任何进展。然而，在这里给观众的信息是，男人是权威的一方——控制着一方，而女人的角色是服务;仅仅因为这些女人看起来很成功，玩得很开心，只有在她仍然履行她作为女主人的主要职责的情况下。
美国威斯康星论文代写:文化观念
The campaign suggests another cultural perception, and that is how the women are represented. Amico (1998) says that, “Advertisements promoted the image of women as childlike and sexy” (p. 19). From the onset of the commercial, the women appear in a role that is subservient and playful, regarding them as another expression of the luxurious life. The women have one speaking part; following a trend in advertising that rarely do female characters have a voice in a commercial unless it is for something directly marketed to women. Wood (1999) notes, “To be feminine in the United States is to be attractive, differential, unaggressive, emotional, nurturing, and concerned with people and relationships” (as cited in Turow & McAllister, 2009, p. 193). These concepts are depicted in the commercial and emphasize the historic belief about gender roles that women as the protagonist are expected to serve the male. Although the women are dressed in attire that suggests professionalism, as with many modern women, when they are portrayed this way, women are seen as having to work their “second job” when they arrive home. There is less evidence than usual to suggest this advert is working to undercut any progress made for women’s rights. However, the message sent to the viewers here is that the men is the one with authority—the one in control, and the woman’s role is to serve; and just because the women appear successful and having a good time, it is only on the condition that she still carries out her principal duties as hostess.
