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许安娇(,410004):在中国广告史上,旧时期,由于性别歧视男性话语唯一性等原因,女性形象在广告中受到不公正的对待新时期广告中的女性形象则有了很大改善和提升,这是因为社会主义制度的确立和实行改革开放政策,使得女性社会地位有了根本性的提高;也是由于传媒和广告策划者重视改善广告中女性形象的结果今后随着时代的发展和社会的进步,广告要进一步从新的角度展示女性形象:广告;女性形象;变化:I042:A:1672-5409(2006)03-0119-03:2005-10-17:(1979-),,,,!∀#,,,,,,,,,,,,,,1978;19782030,,,,,,,:,,2030∀#,∀#,,,,,,,,,,,,,,2006年第3期(总第27期)THEBORDERECONOMYANDCUCTURENo32006GeneralNo27BIANJIANGJINGJIYUWENHUA119,,,,,,,,,,,,;,,,,,;,,,,,,,,,,,,,,,,,:,,,,,,,1978,,,:,,,N,,;,;,,,,,,,,,,,:,;,;,;,;,;,;,,,,,(),,,,,20063120BIANJIANGJINGJIYUWENHUA,,:,,,,,,,,,,,,,,19923~8,∀#,1995∀#,,12,,∀#∀#∀?#∀#∀#∀#∀#,1990∃2000105528,509%,,,,,,,,,,,,,,,,,,,,:[1].∀#[J].,2003,(6).[2].∃∃∃[J].,2002,(2).[3],.:[J].,2002,(3).[4],.[J].,1997,(1).Thechangesofwomen%simageinnewperiodChineseadvertisementXUAn-jiao(Mid-Southforestryinstitute,environmentalandartdesigndepartment,HuNan,ChangSha,410004)Abstract:DuringthehistoryofChineseadvertisement,intheoldperiod,becauseofsexualdiscrimination,womenmetanunfairtreatmentintheadvertisement.Butinnewperiod%sadvertisement,women%simagehadagreatimprovement,becausesocialismestablishedandtheimplementthepolicyofreformandopeningtotheoutsideworld,whichimprovewomen%ssocialstatus.Itisalsotheresultofmediaandadvertisementdesigners%emphasizedonimprovingfemale%simageinadvertisement.Inthefollowingdays,withthedevelopmentofageandsociety,advertisementshouldshowwomen%simagefromnewangle.Keywords:advertisements,women%simage,change&责任编辑:杨无为∋20063BIANJIANGJINGJIYUWENHUA121