1、27 4 Vol127 No14= =S( S)Journal of Changchun Normal University(Humanities and Social Sciences)2008 M7Jul12008 jua S10 j 1197; , H = o ,“ y ,Nu,.S ju. o I ? ) )i j j oJ .Women of China,2006( 2).10uj.|M .:S ,1990.11n: 2# :. YM . :,r. 6,1982: 167.The Semiotic Interpretation of Femal Imagine in Televisi
2、on AdvertisementXIE Wan- ruo(College of Literature and News,Sichuan University,Chengdu 610064,China)Abstract:Although the feminist movement has lasted for more than 20 years,the gender stereotypes in television advertise-ments has not weakened, and the female image in television advertisements has s
3、till been located as housewife, the foil ofmale or theornamental object.This phenomenon can be interpreted fromsemiotics:thefemale symbol in television advertise-ments endow thefemalwith racial stereotypes on theimplication level in semiosis.The personswho coding and decoding alsohave certain influence on the formation of this image.Semiotic connotation generates womenps traditional imagine.Key words:semiotics;female image in television advertisements; implication;ideology#82#
