麻烦经济：女性商品需求制造的逻辑--以两款减肥产品的电视广告为例

摘要

通过梳理我国学界对广告中性别议题的讨论，提出了两个问题，即广告中出现性别内容的商业目的与女性商品的需求是如何经由广告宣传产生的。借重斯麦茨的广告需求管理理论和巴特勒的性别身体理论，对两款减肥产品的电视广告进行文本细读，发现广告背后的一种“麻烦经济”的逻辑，即厂商如何通过广告宣传为女性消费者制造各种“麻烦”，进而为其制造对女性商品的需求以及商业化的女性身体标准。%This essay first summarizes China’s national discussion of gender portrayal in advertisements, and raises two under examined issues in women and gender research. First, how is the marketing purpose for displaying gender related to the particular demand for products when creating advertising campaigns? On discussing the Demand-Management-via-Advertising theory of Dallas Smythe and Gendered Body theory of Judith Butler, this essay analyses two weight loss ads and attempts to describe the“troubling economy”logic behind them, meaning, the“trouble”of promoting advertisements for women consumers, while at the same time satisfying the demand for commercial standards in female beauty.