纵观广告历史,女性形象深得广告的青睐。近年来,男性形象也充斥于广告画面。“身体”成了广告屡试不爽的道具。批评家通过对广告中“身体”传播的解析,发现“身体”被消费社会逐渐神话,这一神话的主题是“美丽”和“色情”。这里所说的“美丽”或“色情”是一种功用性概念,在“色情化”的过程中,身体不再是“肉体”,也不再是劳动力,而是具有“交换价值”的功用性物品。 Throughout the advertising history, the female image won the favor of advertising. In recent years, the male image is also full of advertising images. “Body” has become an ad-tested props. Through the analysis of the “body” spread in advertisements, critics have found that “the body” has gradually become a myth of the consumer society. The theme of this myth is “beauty” and “pornography.” The word “beauty” or “pornography” as used here is a functional concept. In the process of “pornography”, the body is no longer a “flesh body” nor is it a labor force, but has the function of “exchange value” Sexual items.