Study On Women’s Apperal Image On Print Advertisments

This paper mainly researches on elements of women’s apparel image on perfume print advertisements, focus on initial clothing phenomenon, analyzes and compares wirh the basis of valid data statistics, broke the existing research mode of women’s image by seeing and being seen or inflexible women’s image regarding to feminist critique, etc. Combined with ideal images of contemporary women of the public, to study the similarities and differences.This article studied on the print advertising of Chanel No.5fragrance which were collected from the1920’s to the1990’s, with the analysis of the elements of the image of women’s apparel in the advertising. It focuses on apparel image elements which are respectively from the clothing, facial makeup, hair style and etc., The aspect of clothing includes fashion pattern, fabrics, colors, the extent of nudity, transparence and tightness.Compared with the ideal image of women in perfume print advertising and general public,in order to find out the universality and particularity of commercialized female image and20th century’s women’s ideal image in the West.By means of this study, reached the following conclusions:First, the images of women in No.5print advertisement were created out according to the prototype of Ms. Chanel for maintaining its brand image. Second, the change of image of women in advertising at different times in the whole, there were certain rules to follow, and its causes. Finally, the images of active women in the advertising were not actually the subjects, they just got their position in advertising, coming out with the combined action of advertising creator, advertiser, superintendent and consumers.