Research On Female Image Of Shun Pao Advertising

As the encyclopaedia of modern history and one of the earliest published newspapers, Shun Pao is a high value historical material. Shun Pao is also the experiencer and writer of numerous historical events. In this paper, a special period from Xinhai Revolution to the May 4th Movement is selected, because this period is full of collision and intersection of old and new thinking. Also, this paper has tried to do an analysis of the female image in Shun Pao advertising by the perspective of gender theory with the combination of historical background. The purpose of this paper is to draw the outline of female image and stereotypes Shun Pao shows us, hope this paper would be a reference to the analysis of advertising history and feminist communication.This paper uses content analysis methods, quantitatively analyze is the most, speculative research and historical research methods are also combined with. This paper can be divided into three parts, the background part, analysis part and discussion part. There are seven chapters in this paper. The background part from three angles——the socio-economic and cultural angle, the female living conditions angle and the business development of Shun Pao angle——to show a simple rendering of the historical background. The analysis part is the most important part of this paper, it quantify the female appearance, content and advertising type by simple statistics. The discussion part is about whether Shun Pao deeper the stereotypes of the female and how much of its impact an female living condition. It can be found that there are many kinds of stereotypes of female in Shun Pao advertising, people think female have a weaker body, the main role of female is housewife, the main task of female is to be a good wife and mother. As part of social culture, advertising can be widespread, the impact of advertising is bigger than other type of culture, so advertising has also deeper the stereotypes of female. From the angle of the historical background, it can be found that Xinhai Revolution and the May 4th Movement have somehow change the custom, the social attitudes to female shows the trend of gradual tolerance.