Research On The Image's Change In Contemporary Chinese Advertisements

This article takes the contemporary Chinese advertisements as the study object, and takes《xinmin evening paper》as the example. This article is divided into four parts: research angles of view, sample analysis, tendencies and questions as well as conclusions and discussions. When we inspect concrete researches in character images, we do it from sex, social class and age .We analyze and collect 587advertisements of every month from1982-2006since the republication of《xinmin evening paper》,and have obtained four conclusions, that is, the feminine images diversification, the certain liberation significance, the character images changed with the society's development as well as in the advertisements of the character images, social stratum is obvious and the feminine are constructed. And we find out that the cultural tradition,sex openness,the reform and opening-up and the globalization are related with image changes.Lastly, the article has pointed out: the advertisements reflected less low-level class'image; the character image is unitary and the characters are stereotype; the feminine image molds has the erroneous zone but the masculine image continues to raise with the beautification; in the advertisements male have consumer consciousness. In the advertisements feminine image changed: they are more independent, self-confident and fashionable. Character images in the contemporary Chinese advertisements have changed gradually and we have carried on further discussions about these questions. The feminine image deepened the relationships with the contemporary society and the advertisements. People and advertisements are mutually influenced and restricted.