以健康之名女性广告中的健康话语与女性形象

中文摘要摘要：随着“她意识”的发展，女性逐渐成为消费市场的主体，女性健康诉求持续增强，越来越多的品牌从健康的视角出发进行营销，呈现了女性在生理、心理以及身体等层面的健康议题。本文以健康广告为研究对象，运用后女性主义理论，通过话语分析、内容分析以及文本聚类的研究方法，对广告使用的健康话语策略、建构的女性形象以及受众的互动实践进行探索。研究发现广告主要采用“情感化叙事：在情绪共鸣中编织健康共识”“诉诸自信：以内在心理劳动解决健康问题”“淡化的科普话语与凸显的关怀话语”三种健康话语策略，通过强调情感支持、将商品包装女性主义观念从而迎合消费者心智：之后，本研究对样本广告进行内容分析，发现广告塑造了“能动的健康掌控者”“健康危机中的互相支持者”“骄傲的身材展示者”三种女性形象。最后，本研究收集了样本广告下的评论并总结出受众关于广告的互动实践：对广告的自信话语接受度最高：对关怀话语有所突破，更注重个体身体经验的书写：女性自发结成群体，展现姐妹情谊，并对传统审美标准、健康谣言、社会规训进行抵抗，积极寻找身体的归属权。关键词：女性广告：健康话语：后女性主义：女性广告形象ABSTRACTABSTRACT:With the development of'her consciousness 'women have gradually become the main bodyof the consumer market,and women 's health demands continue to increase.More and morebrands are marketing from a health perspective,presenting women 's health issues at thephysiological,psychological and physical levels.This study takes health advertising as theresearch object,and uses post-feminism theory to explore the health discourse strategy,theconstructed female image and the interactive practice of the audience through discourseanalysis,content analysis and text clustering.The study found that advertising mainly adoptsthree health discourse strategies :emotional narrative weaving health consensus inemotional resonance resorting to self-confidence solving health problems with internalpsychological labor,'diluted popular science discourse and highlighted caring discourseBy emphasizing emotional support and packaging feminist concepts to cater to consumersminds after that,this study conducted a content analysis of the sample advertisements andfound that the advertisements created three female images active health controllers,'mutual supporters in health crises and'proud body displayers Finally,this study collectsthe comments under the sample advertisement and summarizes the interactive practice of theaudience on the advertisement the highest acceptance of the confident discourse of theadvertisement breakthrough in caring discourse,pay more attention to the writing ofindividual physical experience women spontaneously form groups,show sisterhood,andresist traditional aesthetic standards,health rumors,and social discipline,and actively seek theright of attribution of body.KEYWORDS:femvertising healthy discourse Post-feminism female advertising image2目录中文摘要ABSTRACT目录1i1引言....1.1研究背景.....…11.2研究意义与研究创新1.2.1研究意义....…111.2.2研究创新...21.3关键概念与理论基础….31.3.1关键概念界定..……31.3.2理论基础...……….41.4文献综述.....1.4.1女性主义的身体研究.…41.4.2广告中的女性身体形象....61.4.3社交媒体中的女性健康传播.81.5研究方法与研究问题.....0.91.5.1研究方法.91.5.2研究问题..101.5.3研究框架..102研究设计.112.1样本选择……1122内容分析.............112.2.1编码表类目建构..112.2.2编码员信度检验..142.3文本聚类分析..….142.3.1文本抓取.…….152.3.2文本处理..152.3.3文本聚类153女性广告中的健康话语策略........163.1情感化叙事：在情绪共鸣中编织健康共识..163.2诉诸自信：以内在心理劳动解决健康问题.…173.3淡化的科普话语与凸显的关怀话语..................184健康赋能下的女性形象...204.1广告中的女性形象呈现.……204.1.1年龄与职业：以年轻女性为主，多职场工作者..…2034.1.2着装与外貌：衣着舒适简单成为主流，精致苗条外表仍占优势....204.1.3心态与身材：心态积极乐观，身体被多角度展示.....204.2女性形象的多类型建构.......214.2.1能动的健康掌控者形象........……..214.2.2健康危机中的互相支持者形象.214.2.3骄傲的身体展示者形象......225受众关于广告的互动实践.….