Gender Images In Advertising And Its Impact On Contemporary Cultural Status Of Women And Reflection

Advertising, as an important part of the social life,is a very popular social phenomenon. The Chinese advertisement festival is a nationl exhibition of the highest authority,speciality,scale and influence in the Chinese advertising industry. Women, being one of three principles of advertisement,is essential to advertisement production. Therefore, the study of the image of women in advertising is of great significance to understand the change of women's cultural status. I chose the "China Advertising Festival" as an example for study. For a better and more objective analysis,the study is undertaking with a combination of research methods,such as literature research, empirical research methods, interdisciplinary research methods. From the Marxist views on women, Maslow hierarchy of needs theory, gender theory, the theory of symbolic interactionism,as well as the perspective of gender equality analysis of the image of men and women in advertising,â… made an analysis of the changes of the status of contemporary female from advertising.Advertisers,â… suggest,should have more self-discipline and consciousness and emphasize on the improvement the professional skills as well as the professional ethics and quality.For the costomers and goverment,it is important to strengthen the supervision of public opinion and constantly improve the legal rules and regulations. Through the full range of efforts and norms, hopefully the promotion of advanced gender culture would improve the gender equality and literacy.