中老年女性身份建构的多模态批评话语分析：以某化妆品广告为例

A Multimodal Critical Discourse Analysis of Identity Construction in Middle-Aged and Elderly Women: A Case Study of a Cosmetics Advertisement

摘要: 随着人口老龄化与多模态媒介的发展，中老年女性的媒体表征逐渐受到关注。同时在消费主义与媒介文化的双重裹挟下，化妆品广告作为兼具商业属性与文化传播功能的多模态文本，不再局限于产品功能的宣传，更成为建构、重塑中老年女性身份的重要方式。本文以某化妆品品牌面向中老年女性的广告为研究语料，基于多模态批评话语分析(MCDA)，探究广告中中老年女性身份的多模态建构路径、特征及背后的社会文化逻辑。研究发现，该化妆品广告通过言语资源、视觉资源及多模态整合策略，建构了双重身份，具体揭示了赋权话语在老年化妆品广告中如何与规训策略共存，从而深化了我们对消费主义时代年龄话语复杂性的理解。

Abstract: With the aging population and the development of multimodal media, the media representation of middle-aged and elderly women has gradually drawn attention. Simultaneously, under the dual influence of consumerism and media culture, cosmetic advertisements have evolved into multimodal texts that combine commercial attributes with cultural transmission functions. This study examines advertisements targeting middle-aged and elderly women as its research corpus. Employing multimodal discourse analysis (MCDA), it investigates the multimodal pathways, characteristics, and underlying sociocultural logic within these advertisements. The study reveals that these cosmetic advertisements employ linguistic resources, visual resources, and multimodal integration strategies to construct dual identities. It specifically reveals how discourses of empowerment coexist with disciplinary strategies in advertisements for anti-aging cosmetics, thereby deepening our understanding of the complexity of age-related discourses in the age of consumerism.