The Study On The Female Role In China's Television Advertisement

The development of women has already been become the important component of global social development as the relationships among global politic economy and culture are close day by day. Half of the human society, women's function in human social development can't be ignored at all times. Marx once spoke highly of women's historical action. He holds that without woman there would have no a great social change.The social progress can be accurately measure by women's social status. Identifying women correctly, confirming women's status , safeguarding women's rights, interests and dignity, creating a wide space for women's development, are not merely a problem of perception to women , but to the whole human problem.The study of women's role in present television advertising of china, is not only the subject of advertising culture but also the important subject of sex culture. The society was built together and constructed by the two sexes of men and women, and sex culture is an important component in the social culture too. So, the study of women'role and sex culture in television advertising, and construction of advanced sex culture has the theoretical and realistic significance. This artical regards Marxism theory and Chinese and foreign sociological theory as guidance, following the principle that the theory combines with practice. This paper includes four following parts: The first part introduces the relevant research of women's image in television advertising both at home and abroad, explains the theoretical foundation, mainly including role's theory , semiology theory and social sex theory and expound way of the research. The second part analyses female role's status and characteristic in present television advertising. (1) The identification of the role of woman in television advertising. This paper, through analysis to the award-winning works of 2001 China's television advertisement competion, investigate from advertising role , relation of role and difference and generality , two sexes of overall image ,etc. of men and women researchs the identification of women in television advertising. (2) The investigation of audience's impressions to female role in television advertising. Through interview, tries to understand women role's image in television advertising and on which kind of degree audiences are influenced by media. (3) The characteristic of the describe of the female role in television advertising. The presentation of two sexes image in television advertising is based on the Chinese traditional culture meaning to the differences between two sexes of men and women, it is very obvious that appearance characteristic , role's characteristic of sex are clear, such as, women possess the characteristics of young beautiful , sexy conditions,etc. The third part analysing the problem and reason of female role in present television advertising. (1) The female role is in television advertising has problem. The return to the traditional role and operation of beauty's image are the problems of the women role in television advertising at presents. Excessive advocate of women's traditional family role with " beauty effect " will bring the negative effect to woman's own developmenting. (2) The reason of the deviation identification of female role in television advertising. The main reason are as follows: the misunderstanding of women of traditional sex idea; the negative effect of market behavior; the shortage of women's subject consciousness; correction of the asexual shape to the national will. The fourth part puts forward the measures to dispel the deviation of female role in television advertising, and then build and construct advanced sex culture. (1) adhering to the high social responsibility, propagating advanced culture and idea . (2) improving employees' sex consciousness. (3) strengthensing the supervision of the advertising supervision department. (4) representing the multiple role , stressing the personality speciality. (5) establishing the consciousness of criticizing of the media . (6)the improvement of women's own standing on the key position in dispelling the deviant identification of female's role in the advertisement. In addition, in order to improve the harmonious development of two sexs, this part should be put into to the position of constructing advanced sexual culture.