Advertising And Women's Studies

Advertisement is a sensitive domain during the process of informalization, and it brings us the ideas of consumption, and both genders relationship prospect as well. That leads to criticisms to tedious female images in advertisements from many female researchers, and most of them consider the advertisement culture just from viewpoint of feminism that makes them fail into two wrong concept. Meanwhile the researchers haven't recognized the culture bases which makes advertisement so attracting, as a result all studies are lack of the cases that can interprets the role of advertisements in cultures construction from a critical view. The article will clarify the issue from the following four chapters.Firstly, the history and actuality of the study of relationships between advertisements and females, equal with study processes, development stages and theory basis of this issue overseas, will be introduced. This will give the readers some idea of the consumerism in the West, the Advertisements' relationship with vogues and then the movements of advertisement female discrimination sponsored by feminism organizations. Their theory viewpoints and practices will provide us methods to solve the same kind of problems in China.Secondly, problems of the studies about the relationships between native advertisement and females will be analyzed. Nowadays, there are some problems in studying viewpoints, studying arguments, inflexible measures, etc., which to some extent weakens the critical power to harmful culture in advertisements.Thirdly, combined with creative meanings in advertisements, goals to marketing and culture background of creticizees, namely, advertisements, the stand views of Chinese advertisement men will be researched and analyzed. This will help to effectively synthesize advertisement culture and female culture together, and, to make a breakthrough over the cases that someone just works on advertisement contexts, neglecting advertisement culture itself, and leading to lack of Culture activities.Finally, to probe for a feasible way to solve these problems, and to give some suggestions on studies of relationships between advertisements and females, the post-feminist theories will beutilized.