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《Thinking》 2003-06
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Gender Construct in Advertisement Culture

ZHANG Dian-yuan (School of Literature and Arts, Jiling University, Changchun, Jiling, 130012, China)  
Interpretations of gender display in advertisement based on Althusser's subject construct theory seem to have exaggerated the construct function of advertisement culture so that they neglect the active nature of human beings. Advertisement culture is only part of the framework by which human beings acquire the sense of gender in the course of socialization. However, in a commercial society unable to be free from advertisement culture which exploits abundantly the sexes, "the sex lesson" cannot be neglected.
【CateGory Index】: F713.80
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