整形广告_美貌理念与身体文化.docxVIP

第 1 期 总第 127 期Collection of Women’s StudiesNo.1 Ser.No.127整形广告、美貌理念与身体文化 *柯倩婷（中山大学 中文系，广东 广州 510275）关键词：整形广告；美貌话语；身体文化摘 要：当代整形广告运用美学原理、科技神话和医生权威等信息建立起新的美貌话语：美不必是天生的，美可以通过消费 和医疗介入而获得。整形广告赞赏主动追求美貌的现代女性主体，贬低和排斥那些不符合美貌标准的女性。女性身体成为各种 力量争战的场域，专家资讯、科学诠释、医疗介入、男性凝视和自我呈现多重力量角逐，这松动了父权掌控，却又落入资本与科技 的规训。整形广告夸张轻浮的文体风格和虚假的内容，拆解了自身建立起来的权威，却又凭着强大的资本力量持续散播其影响 力。中图分类号：G206.3文献标识：A文章编号：1004-2563（2015）01-0071-07Cosmetic Surgery Advertisements, Discourse on Beauty, Body CultureKE Qian-ting(Department of Chinese Language and Literature at Sun Yat-sen University, Guangzhou 510275, Guangdong Province, China)Key words: cosmetic surgery advertisements; discourse on beauty; body cultureAbstract: Contemporary cosmetic surgery advertisements have established a new discourse on beauty by using aesthetic messages and images, the myth of technology and doctors authority. Beauty does not have to be born with, and can be gained through consumption and cosmetic surgery. These Ads praise modern women who pursue beauty actively and exclude those who do not match the norm of beauty. Womans body has become the battleground of diverse powers, including experts information, scientific interpretation, medical intervention, male gaze and self-expression. This may have loosed the control of patriarchy over women, but have entrapped women in the discipline of capital, science and technology. Although these Ads superficial and elaborate styles and false messages disassembletheir trust-worthiness, the strong financial support continues their popular and powerful influence.关于整形的研究主要在医学和社会学领域展开，整形对当代文化的影响未得到学术界重视。女性主义批判主流广告“对性别与性的议题特别迷恋”，[1] (P135)利用女体吸引眼球，把女性物化、色情化和被动化。整形广告躲过了这些检视和批判，因为整形广告 的修辞暧昧不明，更多展示的是医生形象。此外，其 影响力被低估，人们认为只有想做整形手术的少数 人才会关注。事实上，整形广告文本数量庞大到足以形成一种影响深远的文化现象。近十年来，整形广告迅速占领报纸、杂志、电视、网站、户外和新媒体，带动一个年产值 3000 亿元、从业人员超 2000 万的整 形行业，并以每年 40%的速度增长。[2]作为新兴的广告文类，它传播了一套新的美貌理念：身体可以通过医疗手术改变，整形是医疗技术带给人类尤其是女 性的福祉。这深深搅动并改变了有关女性身体和美 貌的观念，值得深入分析和检视。本文分析的文本采自 21 世纪以来刊登在报刊上的平面广告。在理论方法上则采纳符号学、米歇作者简介：柯倩婷（1972-），女，中山大学