On The Change Of Gender Power Relations In Chinese Advertisement

This text carry on the research into gender image in Chinese advertisement by using the gender theory and ideology theory. By analysis of relevant literature, we can find that prevenient research put on the issue to the discrimination against women's image in the advertisement. The author think, with the development of the society, the meaning of the gender is being redefined. The change of gender power relations has taken place in Chinese advertisement.It is resulted from the action of many factors, including the catalysis of social ideology rheology, the concern of relevant researchers and efforts of advertising producers, and even more the improvement of women's self-consciousness day by day. This improvement has positive meanings. It is impacting the traditional case-hardened concept of sex, and promoting the equality of the two sexes. As for how to obtain the further gender equality in the advertisement, this text proposes some pieces of advice.