Television Commercials For Female College Students Study The Influence Of Body Image

Consumer culture refers to all cultural norms which guide and restrain consumer’s spending idea and behavior preference. The fact that female body is consumed is the logic matter of consumer society. It is also the result of world’s capital to manipulate and TV’s adding fuel to the flames. Television advertising is the mirror of the consumption culture, the physical nature of consumer culture is inseparable from the television advertising to give advice and suggestions. Because television advertising still has no rival in creating awareness, establishing the image and even in the consolidation of brand information. This article present" female college students generally paying excessive attention to their physical attractiveness" as the breakthrough point, making a detailed analysis and discussion on the negative effect and the influence mechanism on female college students’ body image in the view of the consumption culture,.This article uses the methods of empirical research and cultural research and finds that television advertising plays a negative effect on female college students’ body image.In addition, this paper uses the social and cultural theory, theory of acculturation and the third person effect theory as the basis, to analyze the process of the television advertisement on female college students’ body image. On the one hand, this paper writes the reason of female college students’ negative body image behind the consumer culture, on the other hand, combined with the characteristics of female college students themselves and the environment, through the macroscopic and microscopic mechanism of female college students in reading television ads which exists in the process of cultural psychology and action, put forward this kind of negative effect possible response method.This article presents a point of view that there exists a negative body image in female university students in the context of consumer culture. First of all, body image disturbance behaviors are prevalent in female students; secondly, there is a generally low satisfaction in the psychological and cognitive aspects of female college students’ self-awareness, who perceived that their body is full of flaws, compared with those model in the television advertising; third, female university students’ negative body image is the result of consumption culture and female college students’ sub-culture. Finally, consumption culture and television ads on the integration in the material level, TV advertising is essentially materialistic, but television advertising’s technique is that it links matter and outside the material quality. Therefore, we should think improving the college students’ media literacy in reading television advertising mechanism. Besides, TV station should also increase their sense of social responsibility.