Abstract Rich literature on the representation of women in advertising has repeatedly concluded a message in keeping with a GDP-promoting agenda: with economic development and modernization, women’s status has been elevated and they appear in professional and other settings beyond domesticity. Amid this optimism, the present study cautions that women’s elevated status and transformed roles should not give way to the exuberance on display in many sectors. Motivated by the unusual persistence of women’s decorative role against the background of pro-egalitarian industrialization and modernity, this study, drawing on advertising discourse in Cosmopolitan, the world’s leading women’s magazine, aims to investigate the gender ideology that dehumanizes women by exploring the various dehumanizing metaphors and the visual and linguistic codes deployed to construct the metaphors. In identifying and analyzing two major dehumanizing metaphors – WOMEN ARE OBJECTS and WOMEN ARE ANIMALS – this study outlines a critical metaphorical landscape that goes beyond the warfare metaphor which is popular in various fields (e.g. women, health care, and economy), and highlights HUMAN BEINGS ARE THINGS metaphors as a major instrument in constructing dehumanizing discourse and ideology.

中文翻译：

---

隐喻与非人化思想

摘要关于女性在广告中所占比例的丰富文献反复得出了与促进GDP的议程相一致的信息：随着经济发展和现代化，女性的地位得到了提高，她们出现在家庭以外的职业和其他环境中。在这种乐观情绪的驱使下，本研究警告说，妇女地位的提高和角色的转变不应让许多部门展示的兴旺发达让步。这项研究是基于亲平等的工业化和现代性背景下女性装饰角色的不寻常持久性所激发的，该研究借鉴了世界领先的女性杂志《大都会》中的广告语，旨在通过探索各种非人性化的隐喻以及用于构造隐喻的视觉和语言规范，来研究使妇女非人性化的性别意识形态。在识别和分析两个主要的非人性化隐喻–妇女是物体和妇女是动物–这项研究概述了超越战争隐喻的重要隐喻景观，而战争隐喻在各个领域（例如，妇女，医疗保健和经济）均很流行，并着重介绍了人类存在是事物的隐喻，是构建非人性化话语和意识形态的主要工具。