“她經(jīng)濟(jì)”時代視頻廣告中的女性形象研究以護(hù)膚日化類廣告為例

“她經(jīng)濟(jì)”時代視頻廣告中的女性形象研究以護(hù)膚日化類廣告為例一、本文概述Overviewofthisarticle隨著社會的進(jìn)步和女性地位的提升，“她經(jīng)濟(jì)”已成為全球經(jīng)濟(jì)發(fā)展的重要驅(qū)動力。在“她經(jīng)濟(jì)”時代，女性消費者不僅擁有龐大的市場潛力，還以其獨特的消費觀念和購買習(xí)慣，對市場產(chǎn)生了深遠(yuǎn)影響。特別是在護(hù)膚日化類廣告中，女性形象被賦予了多重含義和期待，成為了廣告創(chuàng)意和營銷策略的核心。Withtheprogressofsocietyandtheimprovementofwomen'sstatus,"hereconomy"hasbecomeanimportantdrivingforceforglobaleconomicdevelopment.Intheeraof"hereconomy,"femaleconsumersnotonlyhadenormousmarketpotential,butalsohadaprofoundimpactonthemarketwiththeiruniqueconsumptionconceptsandpurchasinghabits.Especiallyinskincareanddailychemicaladvertisements,femaleimagesareendowedwithmultiplemeaningsandexpectations,becomingthecoreofadvertisingcreativityandmarketingstrategies.本文旨在探討“她經(jīng)濟(jì)”時代視頻廣告中女性形象的塑造及其背后的社會和文化意義。通過深入分析護(hù)膚日化類廣告中的女性形象，本文試圖揭示這些形象如何與消費者的心理需求、社會期待以及文化價值觀相互關(guān)聯(lián)。同時，本文也關(guān)注這些形象如何影響女性消費者的自我認(rèn)同和購買決策，以及它們對社會性別角色的塑造和傳遞。Thisarticleaimstoexploretheshapingoffemaleimagesinvideoadvertisementsduringtheeraof"hereconomy"andthesocialandculturalsignificancebehindthem.Throughin-depthanalysisoffemaleimagesinskincareanddailychemicaladvertisements,thisarticleattemptstorevealhowtheseimagesareinterrelatedwithconsumerpsychologicalneeds,socialexpectations,andculturalvalues.Meanwhile,thisarticlealsofocusesonhowtheseimagesinfluencetheself-identityandpurchasingdecisionsoffemaleconsumers,aswellastheirshapingandtransmissionofgenderrolesinsociety.在研究過程中，本文將采用文本分析、案例研究等方法，從廣告內(nèi)容、表現(xiàn)形式、傳播渠道等多個維度對護(hù)膚日化類廣告中的女性形象進(jìn)行深入剖析。本文還將結(jié)合相關(guān)理論，如性別社會學(xué)、消費心理學(xué)等，對分析結(jié)果進(jìn)行解釋和討論。Intheresearchprocess,thisarticlewillusemethodssuchastextanalysisandcasestudiestodeeplyanalyzethefemaleimageinskincareanddailychemicaladvertisementsfrommultipledimensionssuchasadvertisingcontent,presentationforms,andcommunicationchannels.Thisarticlewillalsocombinerelevanttheoriessuchasgendersociologyandconsumerpsychologytoexplainanddiscusstheanalysisresults.通過本文的研究，我們期望能夠更全面地理解“她經(jīng)濟(jì)”時代視頻廣告中女性形象的塑造機(jī)制及其影響，為廣告行業(yè)提供有針對性的建議和指導(dǎo)，同時也為學(xué)術(shù)界提供有益的研究視角和參考。Throughtheresearchinthisarticle,wehopetogainamorecomprehensiveunderstandingoftheshapingmechanismandimpactoffemaleimagesinvideoadvertisingintheeraof"hereconomy",providetargetedsuggestionsandguidancefortheadvertisingindustry,andalsoprovideusefulresearchperspectivesandreferencesfortheacademiccommunity.二、理論基礎(chǔ)與文獻(xiàn)綜述TheoreticalBasisandLiteratureReview隨著社會的進(jìn)步和女性地位的提升，“她經(jīng)濟(jì)”逐漸成為消費市場的重要驅(qū)動力。在這一背景下，女性形象在各類廣告中的呈現(xiàn)方式及其所傳遞的價值觀念引起了廣泛關(guān)注。本研究以護(hù)膚日化類廣告為例，探討“她經(jīng)濟(jì)”時代視頻廣告中的女性形象，旨在揭示其背后的社會文化意涵和營銷策略。Withtheprogressofsocietyandtheimprovementofwomen'sstatus,"hereconomy"hasgraduallybecomeanimportantdrivingforceintheconsumermarket.Inthiscontext,thepresentationoffemaleimagesinvariousadvertisementsandthevaluesconveyedhaveattractedwidespreadattention.Thisstudytakesskincareanddailychemicaladvertisementsasanexampletoexplorethefemaleimageinvideoadvertisementsduringthe"sheeconomy"era,aimingtorevealthesocialandculturalconnotationsandmarketingstrategiesbehindthem.理論基礎(chǔ)方面，本研究主要借鑒了性別角色理論、媒介形象理論和消費文化理論。性別角色理論關(guān)注不同性別在社會中的角色定位和行為規(guī)范，對于分析廣告中女性形象的塑造具有重要意義。媒介形象理論則著重探討媒介如何構(gòu)建和呈現(xiàn)特定群體的形象，以及這些形象如何影響公眾認(rèn)知。消費文化理論則關(guān)注消費行為背后的文化邏輯和價值觀念，有助于我們理解廣告中女性形象與消費文化的關(guān)聯(lián)。Intermsoftheoreticalbasis,thisstudymainlydrawsongenderroletheory,mediaimagetheory,andconsumerculturetheory.Thegenderroletheoryfocusesontherolepositioningandbehavioralnormsofdifferentgendersinsociety,whichisofgreatsignificanceforanalyzingtheshapingoffemaleimagesinadvertisements.Themediaimagetheoryfocusesonexploringhowmediaconstructsandpresentsimagesofspecificgroups,aswellashowtheseimagesinfluencepubliccognition.Thetheoryofconsumerculturefocusesontheculturallogicandvaluesbehindconsumerbehavior,whichhelpsusunderstandtherelationshipbetweenfemaleimagesinadvertisementsandconsumerculture.在文獻(xiàn)綜述方面，本研究梳理了國內(nèi)外關(guān)于廣告中女性形象的研究，發(fā)現(xiàn)現(xiàn)有研究主要關(guān)注女性形象的類型、特征及其與消費的關(guān)系。在“她經(jīng)濟(jì)”時代背景下，越來越多的研究開始關(guān)注女性消費者的心理需求和行為特點，以及廣告如何迎合這些需求和特點。還有研究從跨文化視角出發(fā)，比較不同國家或地區(qū)廣告中女性形象的差異及其背后的文化因素。Intermsofliteraturereview,thisstudyreviewedresearchonfemaleimagesinadvertisingbothdomesticallyandinternationally,andfoundthatexistingresearchmainlyfocusesonthetypes,characteristics,andrelationshipbetweenfemaleimagesandconsumption.Inthecontextofthe"sheeconomy"era,moreandmoreresearchhasbeguntofocusonthepsychologicalneedsandbehavioralcharacteristicsoffemaleconsumers,aswellashowadvertisementscancatertotheseneedsandcharacteristics.Therearealsostudiesthatcomparethedifferencesinfemaleimagesinadvertisementsfromdifferentcountriesorregionsandtheculturalfactorsbehindthemfromacross-culturalperspective.然而，盡管已有研究取得了豐富成果，但仍存在一些不足。對于“她經(jīng)濟(jì)”時代視頻廣告中女性形象的研究相對較少，尚未形成系統(tǒng)的理論體系?，F(xiàn)有研究多側(cè)重于描述性分析，缺乏深入的批判性視角和跨學(xué)科的研究方法。因此，本研究旨在通過實證分析和理論探討，彌補現(xiàn)有研究的不足，為相關(guān)領(lǐng)域的研究提供新的視角和思路。However,despiteabundantresearchachievements,therearestillsomeshortcomings.Thereisrelativelylittleresearchonthefemaleimageinvideoadvertisementsduringtheeraof"hereconomy",andasystematictheoreticalsystemhasnotyetbeenformed.Existingresearchmostlyfocusesondescriptiveanalysis,lackingin-depthcriticalperspectivesandinterdisciplinaryresearchmethods.Therefore,thisstudyaimstomakeupfortheshortcomingsofexistingresearchthroughempiricalanalysisandtheoreticalexploration,andprovidenewperspectivesandideasforresearchinrelatedfields.三、研究方法與樣本選擇ResearchMethodsandSampleSelection本研究采用內(nèi)容分析法作為主要的研究方法，旨在系統(tǒng)地、客觀地識別和分析視頻廣告中女性形象的表現(xiàn)。內(nèi)容分析法是一種通過對特定內(nèi)容進(jìn)行系統(tǒng)、定量和客觀的描述，以揭示其內(nèi)在規(guī)律和特征的研究方法。在本研究中，我們將對選取的護(hù)膚日化類視頻廣告中的女性形象進(jìn)行細(xì)致的內(nèi)容分析。Thisstudyadoptscontentanalysisasthemainresearchmethod,aimingtosystematicallyandobjectivelyidentifyandanalyzetherepresentationoffemaleimagesinvideoadvertisements.Contentanalysisisaresearchmethodthatsystematically,quantitatively,andobjectivelydescribesspecificcontenttorevealitsinherentlawsandcharacteristics.Inthisstudy,wewillconductadetailedcontentanalysisoffemaleimagesinselectedskincareanddailychemicalvideoadvertisements.在樣本選擇上，我們遵循了以下幾個原則：樣本應(yīng)涵蓋不同類型的護(hù)膚日化產(chǎn)品，包括面部護(hù)膚、身體護(hù)理、彩妝等，以全面反映護(hù)膚日化類廣告中女性形象的多樣性；樣本應(yīng)包含不同地域、不同文化背景的廣告，以揭示不同社會環(huán)境下女性形象的差異；樣本應(yīng)包含不同時間段的廣告，以考察女性形象在時間維度上的變化。Intermsofsampleselection,wefollowedthefollowingprinciples:thesampleshouldcoverdifferenttypesofskincareanddailychemicalproducts,includingfacialskincare,bodycare,makeup,etc.,tocomprehensivelyreflectthediversityoffemaleimagesinskincareanddailychemicaladvertisements;Thesampleshouldincludeadvertisementsfromdifferentregionsandculturalbackgroundstorevealthedifferencesinfemaleimagesindifferentsocialenvironments;Thesampleshouldincludeadvertisementsfromdifferenttimeperiodstoexaminethetemporalchangesinfemaleimage.具體來說，我們從各大視頻平臺、社交媒體和電視廣告中收集了近五年的護(hù)膚日化類視頻廣告作為研究樣本。在收集過程中，我們確保樣本的多樣性和代表性，同時避免重復(fù)和相似度高的廣告。最終，我們共選取了100個廣告作為研究樣本，這些廣告涵蓋了各種類型的護(hù)膚日化產(chǎn)品，涉及多個國家和地區(qū)，時間跨度為近五年。Specifically,wecollectedskincareanddailychemicalvideoadvertisementsfrommajorvideoplatforms,socialmedia,andtelevisionadvertisementsoverthepastfiveyearsasresearchsamples.Duringthecollectionprocess,weensurethediversityandrepresentativenessofthesamples,whileavoidingduplicateandhighlysimilaradvertisements.Finally,weselectedatotalof100advertisementsasresearchsamples,coveringvarioustypesofskincareanddailychemicalproducts,involvingmultiplecountriesandregions,withatimespanofnearlyfiveyears.在內(nèi)容分析的具體操作上，我們將對每個廣告中的女性形象進(jìn)行詳細(xì)的描述和編碼。編碼內(nèi)容包括女性的年齡、職業(yè)、外貌特征、行為表現(xiàn)等方面。通過對這些內(nèi)容的定量分析，我們可以揭示護(hù)膚日化類視頻廣告中女性形象的普遍特征和變化趨勢，從而為深入探討“她經(jīng)濟(jì)”時代女性形象在廣告中的呈現(xiàn)提供有力支持。Inthespecificoperationofcontentanalysis,wewillprovideadetaileddescriptionandcodingofthefemaleimageineachadvertisement.Thecodingcontentincludeswomen'sage,occupation,appearancecharacteristics,behavioralperformance,andotheraspects.Throughquantitativeanalysisofthesecontents,wecanrevealthecommoncharacteristicsandchangingtrendsoffemaleimagesinskincareanddailychemicalvideoadvertisements,therebyprovidingstrongsupportforin-depthexplorationofthepresentationoffemaleimagesinadvertisementsintheeraof"hereconomy".四、護(hù)膚日化類廣告中女性形象的呈現(xiàn)特點Thepresentationcharacteristicsoffemaleimagesinskincareanddailychemicaladvertisements在“她經(jīng)濟(jì)”時代背景下，護(hù)膚日化類廣告中的女性形象呈現(xiàn)出多元化、個性化以及情感化的特點。這些特點不僅反映了社會對女性角色的期待和塑造，也反映了女性自身對自我形象的理解和追求。Inthecontextofthe"hereconomy"era,thefemaleimageinskincareanddailychemicaladvertisementspresentsdiverse,personalized,andemotionalcharacteristics.Thesecharacteristicsnotonlyreflectsociety'sexpectationsandshapingoffemaleroles,butalsoreflectwomen'sownunderstandingandpursuitofself-image.多元化呈現(xiàn)：護(hù)膚日化類廣告中的女性形象不再單一，而是展現(xiàn)出多樣化的面貌。廣告中既有年輕活力的少女形象，也有成熟穩(wěn)重的職業(yè)女性形象，還有代表不同文化和種族的多元女性形象。這種多元化的呈現(xiàn)，使得廣告能夠覆蓋更廣泛的消費群體，滿足不同年齡、不同身份、不同文化背景女性的需求。Diversifiedpresentation:Thefemaleimageinskincareanddailychemicaladvertisementsisnolongersingular,butpresentsadiverseappearance.Inadvertisements,thereareimagesofyoungandenergeticgirls,matureandstableprofessionalwomen,anddiversefemaleimagesrepresentingdifferentculturesandraces.Thisdiversifiedpresentationenablesadvertisingtocoverawiderrangeofconsumergroupsandmeettheneedsofwomenofdifferentages,identities,andculturalbackgrounds.個性化表達(dá)：隨著女性自我意識的覺醒和獨立性的提升，護(hù)膚日化類廣告中的女性形象也越來越注重個性化表達(dá)。廣告中的女性不再是被動的接受者，而是主動的選擇者，她們根據(jù)自己的喜好和需求來選擇產(chǎn)品，展現(xiàn)出獨特的個性和品味。這種個性化的表達(dá)，不僅增強(qiáng)了廣告的吸引力，也提升了女性的自我價值感。Personalizedexpression:Withtheawakeningofwomen'sself-awarenessandtheimprovementofindependence,theimageofwomeninskincareanddailychemicaladvertisementsisalsoincreasinglyfocusedonpersonalizedexpression.Womeninadvertisementsarenolongerpassiverecipients,butactiveselectors.Theychooseproductsbasedontheirownpreferencesandneeds,displayinguniquepersonalitiesandtastes.Thispersonalizedexpressionnotonlyenhancestheattractivenessofadvertisements,butalsoenhanceswomen'ssenseofself-worth.情感化溝通：護(hù)膚日化類廣告在塑造女性形象時，往往注重情感化的溝通。廣告通過展現(xiàn)女性在日常生活中的情感狀態(tài)，如快樂、悲傷、焦慮等，來引發(fā)消費者的共鳴和情感投射。這種情感化的溝通方式，使得廣告更容易打動人心，激發(fā)消費者的購買欲望。Emotionalcommunication:Skincareanddailychemicaladvertisementsoftenfocusonemotionalcommunicationwhenshapingfemaleimages.Advertisementsevokeresonanceandemotionalprojectionamongconsumersbyshowcasingwomen'semotionalstatesindailylife,suchashappiness,sadness,anxiety,etc.Thisemotionalcommunicationmethodmakesadvertisingmorelikelytomovepeople'sheartsandstimulatetheirdesiretopurchase.護(hù)膚日化類廣告在“她經(jīng)濟(jì)”時代背景下，通過多元化、個性化和情感化的呈現(xiàn)方式，塑造了豐富多彩的女性形象。這些形象不僅反映了社會的變遷和女性的進(jìn)步，也促進(jìn)了護(hù)膚日化類產(chǎn)品的銷售和品牌的發(fā)展。這些形象也提醒我們，廣告作為一種文化現(xiàn)象，其背后的價值觀和社會意義值得我們深入思考和探討。Inthecontextofthe"hereconomy"era,skincareanddailychemicaladvertisementshavecreatedrichandcolorfulfemaleimagesthroughdiversified,personalized,andemotionalpresentationmethods.Theseimagesnotonlyreflectthechangesinsocietyandtheprogressofwomen,butalsopromotethesalesofskincareanddailychemicalproductsandthedevelopmentofbrands.Theseimagesalsoremindusthatasaculturalphenomenon,advertising'sunderlyingvaluesandsocialsignificanceareworthyofourin-depththinkingandexploration.五、女性形象對消費者認(rèn)知和行為的影響Theimpactoffemaleimageonconsumercognitionandbehavior隨著“她經(jīng)濟(jì)”時代的到來，女性已成為消費市場的重要力量。護(hù)膚日化類廣告作為直接面向女性消費者的產(chǎn)品推廣方式，其塑造的女性形象對消費者認(rèn)知和行為產(chǎn)生了深遠(yuǎn)的影響。Withtheadventofthe"hereconomy"era,womenhavebecomeanimportantforceintheconsumermarket.Asaproductpromotionmethoddirectlytargetingfemaleconsumers,skincareanddailychemicaladvertisementshaveaprofoundimpactonconsumercognitionandbehaviorbyshapingthefemaleimage.在護(hù)膚日化類廣告中，女性形象往往被塑造為美麗、自信、獨立的象征。這種正面的形象塑造，使得女性消費者對自身產(chǎn)生了更高的期待和要求。她們希望通過使用廣告中推薦的護(hù)膚日化產(chǎn)品，能夠擁有廣告中女性所展現(xiàn)的美麗和自信。這種心理預(yù)期進(jìn)一步激發(fā)了她們的購買欲望，促進(jìn)了消費行為的發(fā)生。Inskincareanddailychemicaladvertisements,femaleimagesareoftenportrayedassymbolsofbeauty,confidence,andindependence.Thispositiveimageshapinghasledfemaleconsumerstohavehigherexpectationsanddemandsforthemselves.Theyhopetohavethebeautyandconfidencedisplayedbywomeninadvertisementsbyusingskincareanddailychemicalproductsrecommendedinadvertisements.Thispsychologicalexpectationfurtherstimulatestheirdesiretopurchaseandpromotestheoccurrenceofconsumerbehavior.同時，廣告中塑造的女性形象也對女性消費者的價值觀產(chǎn)生了影響。當(dāng)廣告中的女性形象被賦予獨立、自主的品質(zhì)時，女性消費者會更容易接受這種價值觀，并在日常生活中表現(xiàn)出更加獨立和自主的行為。這種價值觀的滲透，不僅有助于提升女性消費者的自我認(rèn)知，也有助于推動社會的進(jìn)步和發(fā)展。Atthesametime,thefemaleimageportrayedinadvertisementsalsohasanimpactonthevaluesoffemaleconsumers.Whenthefemaleimageinadvertisementsisendowedwithindependentandautonomousqualities,femaleconsumersaremorelikelytoacceptthesevaluesandexhibitmoreindependentandautonomousbehaviorindailylife.Theinfiltrationofthesevaluesnotonlyhelpstoenhancetheself-awarenessoffemaleconsumers,butalsopromotessocialprogressanddevelopment.然而，廣告中女性形象的過度美化和刻板化也可能對女性消費者產(chǎn)生負(fù)面影響。當(dāng)女性形象被過分強(qiáng)調(diào)其外貌和身材時，可能導(dǎo)致女性消費者對自身產(chǎn)生不滿和焦慮。這種焦慮感可能會進(jìn)一步加劇女性的消費欲望，導(dǎo)致她們盲目追求廣告和社交媒體中展示的理想形象，從而陷入消費主義的陷阱。However,excessivebeautificationandstereotypingoffemaleimagesinadvertisementsmayalsohaveanegativeimpactonfemaleconsumers.Whentheimageofwomenisoverlyemphasizedontheirappearanceandphysique,itmayleadtodissatisfactionandanxietyamongfemaleconsumers.Thisanxietymayfurtherexacerbatewomen'sdesiretoconsume,leadingthemtoblindlypursuetheidealimagesdisplayedinadvertisementsandsocialmedia,andthusfallintothetrapofconsumerism.護(hù)膚日化類廣告中的女性形象對消費者認(rèn)知和行為的影響是多方面的。正面的形象塑造有助于激發(fā)女性消費者的購買欲望和提升自我價值感，而過度美化和刻板化的形象則可能導(dǎo)致女性消費者產(chǎn)生焦慮和不滿。因此，廣告制作者需要在塑造女性形象時保持真實和多元，避免過度強(qiáng)調(diào)外貌和身材，以更加健康、積極的方式展現(xiàn)女性的魅力和價值。Theimpactoffemaleimagesinskincareanddailychemicaladvertisementsonconsumercognitionandbehaviorismultifaceted.Positiveimageshapingcanhelpstimulatefemaleconsumers'desiretopurchaseandenhancetheirsenseofself-worth,whileoverlybeautifiedandstereotypedimagesmayleadtoanxietyanddissatisfactionamongfemaleconsumers.Therefore,advertisersneedtomaintainauthenticityanddiversityinshapingfemaleimages,avoidoveremphasizingappearanceandfigure,andshowcasewomen'scharmandvalueinahealthierandmorepositiveway.六、案例分析Caseanalysis在“她經(jīng)濟(jì)”時代，護(hù)膚日化類廣告作為市場的重要組成部分，對女性形象的塑造和傳播起到了關(guān)鍵作用。本章節(jié)將以幾個具體的視頻廣告案例為分析對象，深入探討這些廣告中女性形象的呈現(xiàn)方式及其背后的社會文化意義。Intheeraof"hereconomy",skincareanddailychemicaladvertisements,asanimportantcomponentofthemarket,playedacrucialroleinshapinganddisseminatingtheimageofwomen.Thischapterwillanalyzeseveralspecificvideoadvertisingcasesanddelveintothewaysinwhichfemaleimagesarepresentedintheseadvertisements,aswellasthesocialandculturalsignificancebehindthem.案例一：某知名護(hù)膚品牌發(fā)布的“女性力量”主題廣告。該廣告通過展示女性在不同生活場景中的自信、獨立和堅韌，強(qiáng)調(diào)了女性的力量和價值。廣告中的女性形象不再是傳統(tǒng)的被動接受者，而是成為了主動掌控自己生活的主體。這種形象塑造不僅契合了“她經(jīng)濟(jì)”時代女性自我意識的覺醒，也反映了社會對女性角色的重新認(rèn)識和期待。Case1:Awell-knownskincarebrandreleasesa"Women'sPower"themedadvertisement.Thisadvertisementemphasizesthepowerandvalueofwomenbyshowcasingtheirconfidence,independence,andresilienceindifferentlifescenarios.Thefemaleimageinadvertisementsisnolongeratraditionalpassivereceiver,butasubjectwhoactivelycontrolstheirownlives.Thisimageshapingnotonlyconformstotheawakeningofwomen'sself-awarenessintheeraof"hereconomy",butalsoreflectsthesociety'sreunderstandingandexpectationsoffemaleroles.案例二：某化妝品牌推出的“自然美”系列廣告。這一系列廣告以自然、清新為主題，展現(xiàn)了女性在不同自然環(huán)境下的美麗形象。廣告中的女性形象沒有被過度修飾或美化，而是更多地展示了她們的自然狀態(tài)和真實美感。這種對自然美的強(qiáng)調(diào)，不僅符合了現(xiàn)代女性對健康和環(huán)保的關(guān)注，也傳遞了一種積極的生活態(tài)度和審美觀念。Case2:The"NaturalBeauty"seriesofadvertisementslaunchedbyacertainmakeupbrand.Thisseriesofadvertisementsfocusesonnatureandfreshness,showcasingthebeautifulimagesofwomenindifferentnaturalenvironments.Thefemaleimageintheadvertisementisnotoverlyembellishedorbeautified,butrathermoreshowcasestheirnaturalstateandrealbeauty.Thisemphasisonnaturalbeautynotonlyalignswithmodernwomen'sconcernforhealthandenvironmentalprotection,butalsoconveysapositiveattitudetowardslifeandaestheticconcepts.通過對這些案例的分析，我們可以發(fā)現(xiàn)，“她經(jīng)濟(jì)”時代護(hù)膚日化類廣告中的女性形象已經(jīng)發(fā)生了顯著的變化。這些廣告不再僅僅關(guān)注女性的外貌和年齡，而是更加注重女性的內(nèi)在品質(zhì)和精神狀態(tài)。同時，廣告中的女性形象也更加多元化和個性化，不再被局限于傳統(tǒng)的性別角色和審美標(biāo)準(zhǔn)中。Throughtheanalysisofthesecases,wecanfindthatthefemaleimageinskincareanddailychemicaladvertisementsintheeraof"hereconomy"hasundergonesignificantchanges.Theseadvertisementsnolongeronlyfocusontheappearanceandageofwomen,butalsopaymoreattentiontotheirinnerqualitiesandmentalstate.Atthesametime,thefemaleimageinadvertisementsisalsomorediverseandpersonalized,nolongerlimitedtotraditionalgenderrolesandaestheticstandards.這些變化不僅反映了社會對女性角色的重新認(rèn)識和期待，也體現(xiàn)了女性自我意識的覺醒和成長。在“她經(jīng)濟(jì)”時代，女性已經(jīng)成為了消費市場的重要力量，她們的需求和審美觀念對于產(chǎn)品設(shè)計和品牌形象塑造具有重要影響。因此，廣告中女性形象的塑造也需要與時俱進(jìn)，更加符合現(xiàn)代女性的價值觀和審美標(biāo)準(zhǔn)。Thesechangesnotonlyreflectthesociety'srenewedunderstandingandexpectationsoffemaleroles,butalsoreflecttheawakeningandgrowthofwomen'sself-awareness.Intheeraof"hereconomy",womenhavebecomeanimportantforceintheconsumermarket,andtheirneedsandaestheticconceptshaveasignificantimpactonproductdesignandbrandimageshaping.Therefore,theportrayaloffemaleimagesinadvertisementsalsoneedstokeepupwiththetimesandbemoreinlinewiththevaluesandaestheticstandardsofmodernwomen.“她經(jīng)濟(jì)”時代護(hù)膚日化類廣告中的女性形象已經(jīng)發(fā)生了深刻的變化。這些變化不僅體現(xiàn)了社會的進(jìn)步和女性地位的提升，也為廣告創(chuàng)意和品牌形象塑造提供了新的思路和方向。Thefemaleimageinskincareanddailychemicaladvertisementsduringtheeraofhereconomyhasundergoneprofoundchanges.Thesechangesnotonlyreflecttheprogressofsocietyandtheimprovementofwomen'sstatus,butalsoprovidenewideasanddirectionsforadvertisingcreativityandbrandimageshaping.七、問題與挑戰(zhàn)ProblemsandChallenges在“她經(jīng)濟(jì)”時代，護(hù)膚日化類廣告中的女性形象呈現(xiàn)出多元化、個性化的特點，但同時也面臨著一些問題和挑戰(zhàn)。Intheeraof"hereconomy",thefemaleimageinskincareanddailychemicaladvertisementspresentsdiverseandpersonalizedcharacteristics,butalsofacessomeproblemsandchallenges.盡管廣告中女性形象逐漸擺脫傳統(tǒng)束縛，開始展現(xiàn)多元面貌，但仍然存在刻板印象和單一性的問題。在某些廣告中，女性形象仍然被局限在特定的角色和身份中，如家庭主婦、職場女性等，缺乏更為廣泛和深入的展現(xiàn)。一些廣告中女性形象過于完美化，導(dǎo)致觀眾對女性形象的認(rèn)知產(chǎn)生偏差，形成不必要的壓力和焦慮。Althoughfemaleimagesinadvertisementsaregraduallybreakingfreefromtraditionalconstraintsandbeginningtoshowcasediverseperspectives,therearestillissuesofstereotypesandsingularity.Insomeadvertisements,theimageofwomenisstilllimitedtospecificrolesandidentities,suchashousewives,workplacewomen,etc.,lackingamoreextensiveandin-depthdisplay.Someadvertisementshaveoverlyperfectfemaleimages,leadingtoabiasintheaudience'sperceptionoffemaleimages,resultinginunnecessarypressureandanxiety.廣告中女性形象的真實性和可信度也是一大挑戰(zhàn)。為了吸引消費者，一些廣告會過度美化或夸大產(chǎn)品效果，導(dǎo)致觀眾對廣告中的女性形象產(chǎn)生懷疑。這不僅會損害廣告的可信度，也會影響觀眾對產(chǎn)品的購買意愿。Theauthenticityandcredibilityoffemaleimagesinadvertisementsarealsoamajorchallenge.Inordertoattractconsumers,someadvertisementsmayexcessivelybeautifyorexaggeratetheproduct'seffectiveness,leadingtoviewersquestioningthefemaleimageintheadvertisement.Thisnotonlydamagesthecredibilityoftheadvertisement,butalsoaffectstheaudience'swillingnesstopurchasetheproduct.廣告中女性形象的道德和社會責(zé)任問題也不容忽視。在一些廣告中，女性形象被用作博眼球的工具，甚至存在性別歧視和性別暴力的現(xiàn)象。這不僅會傷害觀眾的感情，也會損害品牌形象和聲譽。Themoralandsocialresponsibilityissuesoffemaleimagesinadvertisementscannotbeignored.Insomeadvertisements,femaleimagesareusedaseye-catchingtools,andthereareevenphenomenaofgenderdiscriminationandgenderviolence.Thiswillnotonlyhurttheaudience'semotions,butalsodamagethebrandimageandreputation.因此，面對這些問題和挑戰(zhàn)，廣告行業(yè)需要更加審慎和負(fù)責(zé)地對待女性形象的呈現(xiàn)。在廣告創(chuàng)意和制作過程中，應(yīng)該注重女性形象的多元化、真實性和可信度，避免刻板印象和單一性的出現(xiàn)。廣告行業(yè)也應(yīng)該積極履行社會責(zé)任，尊重女性形象和性別平等，避免性別歧視和性別暴力的現(xiàn)象。只有這樣，才能真正實現(xiàn)“她經(jīng)濟(jì)”時代的可持續(xù)發(fā)展。Therefore,inthefaceoftheseissuesandchallenges,theadvertisingindustryneedstoapproachthepresentationoffemaleimagesmorecautiouslyandresponsibly.Intheprocessofadvertisingcreativityandproduction,attentionshouldbepaidtothediversity,authenticity,andcredibilityoffemaleimages,avoidingstereotypesandsingularity.Theadvertisingindustryshouldalsoactivelyfulfillitssocialresponsibility,respectwomen'simageandgenderequality,andavoidgenderdiscriminationandgenderviolence.Onlyinthiswaycanwetrulyachievesustainabledevelopmentintheeraofhereconomy.八、結(jié)論與建議Conclusionandrecommendations在“她經(jīng)濟(jì)”時代背景下，護(hù)膚日化類視頻廣告中的女性形象呈現(xiàn)出多元化、自主化、真實化的趨勢。這些廣告中的女性形象不再局限于傳統(tǒng)的“美麗符號”或“家庭主婦”形象，而是更多地展現(xiàn)出獨立、自信、追求自我價值的特點。這反映了社會對女性角色的認(rèn)知正在逐步轉(zhuǎn)變，女性消費者的消費能力和影響力也在逐漸增強(qiáng)。Inthecontextofthe"hereconomy"era,thefemaleimageinskincareanddailychemicalvideoadvertisementsshowsatrendofdiversification,autonomy,andrealism.Thefemaleimagesintheseadvertisementsarenolongerlimitedtotraditional"beautysymbols"or"housewives",butmoreshowcasethecharacteristicsofindependence,confidence,andpursuitofself-worth.Thisreflectsthatsociety'sperceptionoffemalerolesisgraduallychanging,andthepurchasingpowerandinfluenceoffemaleconsumersarealsograduallyincreasing.然而，我們也應(yīng)注意到，在部分廣告中仍然存在對女性形象的刻板描繪和過度美化，這可能會對女性消費者產(chǎn)生一定的誤導(dǎo)和負(fù)面影響。因此，廣告制作方和發(fā)布平臺應(yīng)加強(qiáng)對廣告內(nèi)容的審核和監(jiān)管，確保廣告中的女性形象真實、健康、積極，避免對女性消費者產(chǎn)生不良影響。However,weshouldalsonotethattherearestillstereotypicaldepictionsandexcessivebeautificationoffemaleimagesinsomeadvertisements,whichmayhaveacertaindegreeofmisleadingandnegativeimpactonfemaleconsumers.Therefore,advertisingproducersandpublishingplatformsshouldstrengthenthereviewandsupervisionofadvertisingcontent,ensuretheauthenticity,health,andpositivityoffemaleimagesinadvertisements,andavoidadverseeffectsonfemal