Television Advertising In The Function Of The Female Image Parsing

As a typical communication phenomenon, advertisement's basic function is communication. Therefore, the realization of advertisement's communication function must satisfy the mass media. Different advertisers will choose the media which suits to their products according to their own marketing circumstance. Today, TV has become the most important advertising medium which is also the most extensive sources we receive the advertising information.With the development of the society, the material and spiritual goods become more and more affluent, and the people's pursuits for that are higher and higher. Facing with the large numbers of products and the diversified consumer needs, the advertisers and marketers must attract their audience in the first step-the process of advertisement communication, and make their advertising information be remembered by the audience as much as possible. In this process, the originality and expressive technique of TV advertisement are very important. And employing the models, especially the female models to act a part relative to the product in the advertisement scene, is an excellent way to show the advertisement's theme and the product's quality and function. Display the product through the models' language, movement and expression can make the audience receive and understand the advertising information furthest.The thesis will mainly analysis the female image which is dominant in the TV advertisement as the following parts:Firstly, summarizing several common female images in the TV advertisement, and carry on the contrast. For example, the type of "housewives" and "iron lady", "angel" type and "boy-like" type. Although the images of female occupy the dominant position of the TV advertisement, with the transformation of the consumers' concept, the status of the male image in advertisement rises. However, the image of male is restricted by the female image, and has a greater influence on it. The thesis will analysis the phenomenon above in communication theory.Secondly, analysis the changes of female images in TV advertisement from a feminist perspective. With the awakening of women, the audiences ask to change the perspective from male to two sexes, and achieve the sexual equality. Meanwhile, it is a rational choice to set the female's new image.Thirdly, making a contrast for the domestic and international images of advertising models. The thesis will mainly analysis the using of images in sexy advertisement and witty advertisement which are two important types in china and overseas. Because of the differences of the historical and cultural backgrounds as well as the custom, the expression of advertisement also has diversity. Later the thesis will sum up the development and shortage of Chinese advertisement, and the problems we should pay attention to in citing foreign advertising forms.Fourthly, the thesis discusses the realization and features of the communication effect in TV advertisement, from this part, I will summarize the communication phenomenon and the application of theories in total.Finally, explore the future of female images in TV advertisement. In this part, the thesis will use the advertising and marketing theories, talk about the market segmentation, the "Star Strategy" which is very popular in current advertisement, the different kind of female images in advertisement, and the relative advertising strategy.With the development of the society and the variety of the products, the image of the advertising models also should develop with diversify. Facing with the diversified markets and audiences, TV advertisement should be based on the consensus of the function of information communication, utilize the communication effect fully, and make the advertising models play their greatest effect.