Research On Female Images In Commercial Advertisements In The Young Companion From The Perspective Of Gender (1926-1937)

The Young Companion was first published on February 15,1926.It was the first large-scale comprehensive pictorial in China with a popular circulation and far-reaching influence at that time.The Young Companion is an encyclopedic pictorial that focuses on pictures and features both pictures and texts.It has sales outlets all over the country and the world.It is an encyclopedic pictorial that serves as a window to understand social development at that time.The rich female characters in the pictorial have a certain reference value for the study of female images at that time.The presentation and shaping of female images in commercial advertisements can reflect women's role status in the family and society to a certain extent,and see the status quo of women's self-existence and development and the presentation of their images under the theory of gender.Therefore,from the perspective of gender,this article selects the commercial advertisement samples of the "Golden Decade" from 1926 to 1937 from the beginning of the publication of The Young Companion,and conducts role description,role analysis and role interpretation of its female image,and analyzes its role.Appearance in the patriarchal society.The main body is divided into five parts.The first part mainly analyzes the economic and cultural development of the society at that time,as well as the establishment process and operating conditions of The Young Companion,and understands its founding background.The second part is to analyze the samples of female images in commercial advertisements according to statistical analysis,content analysis,layout analysis,appeal method analysis,and analysis of differences in female images in different categories,and explore the characteristics of female images in commercial advertisements.The third part explains the visual construction of the female image under the construction of social gender through two parts: the external image of the female and the social role,and analyzes the cultural connotation of the female image in the traditional society.The fourth part explores the reasons for the formation of female stereotypes formed in commercial advertisements,the prevalence of consumerism,the distortion between reality,the objectified commodity image and the influence of traditional culture.The fifth part expounds the influence of female image research in commercial advertisements.At that time,women still took the traditional image of virtuous,gentle and beautiful,but there was a certain degree of breakthrough,which can be used to reflect on the current status of women in society.Generally speaking,the commercial advertisements of The Young Companion still dominate traditional female images,and the status of male discourse is much higher than that of females.However,diversified female images appeared under the impetus of new thoughts,which had a certain advanced significance at the time and provided a reference for studying female images at that time.