A Cross-Cultural Study On Media From The Feminist Perspective

Female image in advertisements has been a hot topic for cultural studies nowadays. This thesis, on the basis of the feminist criticism and postcolonial theories, is mainly engaged in the discussion of changes of female images in foreign TV advertisements in China during the past twenty years, especially in the 1990s. Along with China's reform and open policy and the tide of globalization, female characters reflected in foreign advertisements in China experience tremendous changes. That is, the tendency of westernization was obvious in the late 1980s, which satisfied the Chinese people's imagination of the West; while from the following decade on, foreign advertisements in China has gradually turned on a localized and nationalized new look, as shown in the adoption of more and more Chinese female figures in the ads. This proves the adaptation of Western culture and values to the Chinese context. It is also a glocalized process towards cultural hybridities.