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《Journal of Chengdu College of Education》 2005-06
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Analyze the Difference and Orientation of the Gender Relationship

Wang Yan(Zhongyuan Institute of Technology, Henan Zhengzhou, 450007)  
The language, the images and the identity and power relationship in advertisements all reflect the unequal gender relationship in the male-centered mainstream ideology. This paper points out that this advertisement discourse is dominated by the biologist determinism about gender difference which represents the hegemonic male culture. The paper also presents the changes in language and identity and power relationship in advertisements and states that these changes can improve both women's self awareness and the whole society's ideology.
【CateGory Index】: G206
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