A Research On The Change Of Male Images In Chinese TV Advertisements Of 30 Years

This text carries on the research into male image in Chinese TV advertisements near 30 years by using the gender theory and controlling theory. By analysis of relevant literature ,we can find that preveninent research put on the issue to the critique of male image in the TV advertisements of male power center culture while from female principle, and neglect the fact that the male image also has patterning tendency. The author think, with the development of the society, the meaning of the gender is being redefined. The image of male has changed in Chinese TV AdvertisementsIt is resulted from the action of many factors, including the catalysis of society,culture,economy, and even more the rising of female power. This change has positive meanings. It is impacting the traditional case-hardened concept of sex, and promoting the equality of the two sexes .The many-faceted image of male has become a kind of inevitable trends. The advertising men should change their angle, showing and portraying new image of male by using developed and advanced idea.