Deconstruction Or Construction?

Since 90s,especially the establishment of market economic system and the realistic promotion of value,China came into the consumption time or preconception time with constant reform in politics,economy and culture.Consumption culture gradually developed into a social culture with great influence.As one of mass media forms,on the one hand TV media promoted consumption culture;on the other hand it got substantial development in the background of consumption culture. TV media provided people not only convenient ways of information communication,but also new experience and feeling.It influenced and changed people's mind and action.TV advertisement,as a type of TV media culture,was a symbol system which combines economical meaning and cult urological meaning.The process of making and watching TV advertisement could be understudied as a process of producing and consuming electronic symbols.During the process,people already unconsciously took part in the construction of social spiritual culture,and female images in TV advertisement occupied half of images in TV advertisement.From sex cultural view,female images in TV advertisement was analyzed in the background of consumption culture.And from the point of media and cult urology and sex culture,the formation and cultural meaning of female images in TV advertisement were researched in this paper.Chapter 1,the meet of TV advertisement and female images was discussed.In today China,TV advertisement has greater and greater influence on people's daily life,and female images in TV advertisement became important objects of observation and study.The history of female image in Chinese traditional culture for several thousands of years,in fact,was the history of The Other female image.Today,in the background of consumption culture,female images in TV advertisement never got rid of the fate of The Other.Chapter 2,from the breaking point of sex view,female images in TV advertisement were analyzed in the background of consumption culture,and two categories of female images,namely the one was the female image that was deconstructing and disruptive for classic female images constructed by traditional male power,which played a positive role;and the other was The Other female image that was constructed by TV advertisement,which demonstrates some features with the commercial packaging,such as symbolization,materialization,sex-objectification and scopophilia.Chapter 3,formation of other female images in TV advertisement was discussed.The reasons and conditions of formation were expounded,namely TV media system,economic unification, consumption culture,male chauvinism.Chapter 4,analysis of the audience of female images in TV advertisement showed that women are the most important audience of TV advertisement by the data information and graph data.TV advertisement have accomplished the process to homogenize the female audience by its special narrative methods,and accomplished the reproduction of The other female image idea so that one-dimensional expectant view of female audience was formed,namely female audience regard the female images in TV advertisement as a standard,and the way to reach the standard was unreasonable material consumption.Conclusion:the first four chapters were concluded,and the cultural meaning of the female images in TV advertisement was discussed.Although a category of female images in TV advertisement was disruptive for classic female images constructed by traditional culture,showing female subject consciousness,discourse right and body consciousness,meantime TV advertisement constructed The Other female images with commercial packaging and reflected that sex-consciousness of TV advertisement is absent in today China,and that the influence of male power consciousness still existed.After women seem got rid of the cage of traditional male power culture,they have fallen in the trap made by consumption culture.