摘  要
 
如今，经济的飞速发展直接带动了广告的传播与发展，越来越多的学者将目光放在了广告的研究中，尤其是近些年来随着妇女社会地位的提高，广告中性别因素的构建也引起了社会及相关部门的重视。本文正是结合当代的时代特点，在以往研究的基础上，对广告中性别因素的构建加以研究分析。
为了从根本上解决广告中不和谐的性别因素，本文从女性在广告中所处的地位及情况入手，通过内容分析和案例分析的研究方法，剖析造成此现象的各种原因。如性别角色定性、广告人的商业利益等。其次，结合上一部分提出的观点，提出如何使性别因素在广告中得以恰当的表现的几点建议，并列举了一些具有示范性的例子。最后，本文结合当今社会背景，得出未来广告的发展趋势，并从政府部门，广告人和女性本身入手，就创造和谐的广告氛围提出指导性的建议。
本文仅是同领域中研究的补充，而且为未来研究奠定理论依据，避免女性消费者的身心受到伤害，为未来广告发展做出理论贡献。

关键词：广告，性别因素，性别角色定性，和谐性别观念

ABSTRACT


Nowadays, the fast development of economy has driven the prevalence and expansion of advertising, more and more scholars are putting their eyes on the study of advertisements, especially these years, the female’s social status is higher than before, and the construction of gender element in advertising has draw government’s and society’s  attention. This paper mainly focuses on the construction of gender element in advertising based on the previous research.
Firstly, in order to avoid inharmonious gender portrayal in advertising, this paper starts with the present situations of women portrayals in advertisement, analyzing the reasons which lead to this phenomenon, such as gender stereotype and advertiser’s commercial profit and so on.
Secondly, in combination to the conclusion obtained by previous part, this paper provides some suggestions on how to present gender elements properly in advertisement, in this part, some typical examples are listed.
At the end of this paper, the writer has predicted the development tendency of advertising, and put forward suggestions about how to build up a harmonious atmosphere from government’s, advertiser’s and female’s aspects.
This paper is not only the supplement of this field, but also the theoretical basis of future study. Furthermore, these suggestions are protecting the female consumers and contribute to future development of advertising.       

Key words: advertisement, gender element, gender stereotype, harmonious gender concept