随着时代的发展,社会的进步,女性的社会地位日益提高,但在广告中的女性角色,不论是从广告受众主体的角度还是从广告中女性角色客体的角度,都和现实的变化相去甚远。任何营销研究者或是实践者都不可能忽视女性市场。因此,如何更好地在广告中塑造女性的角色,吸引女性消费者的注意,进而改变或增强产品和品牌在消费者认知中的形象,成为一直以来研究和实践所关注的焦点。 With the development of the times and the progress of society, the social status of women is increasing day by day. However, the role of women in advertisements is different from the reality from the perspectives of the audience of advertisers or the objects of women in advertisements far. No marketing researcher or practitioner can ignore the female market. Therefore, how to better shape the role of women in advertisements, attract the attention of female consumers, and then change or enhance the image of products and brands in consumer perception has become the focus of research and practice.