女性形象,特别是美女形象在广告中的无处不在,可以说是广告业无法回避的宿命。而女性身体在广告中的表现尺度、形象意义,以及管理者和业界对她们的评判方式,历来也是众说纷纭,于是,女性形象与广告之关系之讨论始终处在众声喧哗当中。然而,似乎有一个分析的视角一直被人们所忽视,这就是作为广告主体的女性形象的评判者们及其评判的尺度从何而来 The image of women, especially the beauty image in advertisements is ubiquitous, arguably the unavoidable fate of the advertising industry. The scale of the performance of women’s bodies in advertising, the image of the meaning, as well as managers and the industry on their way of judging, has always been divided, so the relationship between the female image and advertising is always in the middle of the noise. However, there seems to be an analytical perspective that has been overlooked by people, and this is where the judgments of female images as the main body of advertising and the criteria for judging come from