Research On The Female’s Model On TV’s Advertisment And The Strategies Of These Problems

In the recent years, with the development of science and technology, the emerged television, Internet, and the mass media have made a huge impact on people’s lives. Among these, the TV advertising, with its unique audio-visual features, and the direct sensory experience, have impacted on the TV audience not only on the concept of consumption, but also on the cognitive cultural values of society.The thesis has mainly selected the television advertisements presenting in prime-time on several television stations like the CCTV, Zhejiang TV, Hunan TV, Beijing TV, Shanghai Oriental TV and some public service TV ads broadcast in recent years as the object of study for an analysis about the portrayal of women and the discussion about some existing problems. Inspection on the basis of a large number of domestic research and some important literatures at home and abroad, and at the same time, through watching and classifying a large number of TV ads, the body of the paper consists of three major parts:Overview of TV advertising, the image of women in the TV ads, the problems and solutions in the image of women presented in TV ads.In the first part of the body, the overview of the TV advertising, Ⅰ will show the macro structure of the on television advertising, and also classified them in groups, they will be divided into commercial television advertising and non-commercial television advertising, and Ⅰ will describe the significance of spreading the image of women in TV ads.In the second part of the body, so called The image of women in television advertising, Ⅰ will work on commercials and non-commercial television advertising based on the first part of the thesis. Through the specific analysis of the most representative cases, Ⅰ will divided into four main different sorts of the image of women in television commercials in the article. Meanwhile, by discovering the similarities and differences of the image of women in television commercials and non-commercial advertising, Ⅰ was delighted to find out the merits of the image of women in the shaping of non-commercial TV advertising, summed up as a more diverse image of women and more charisma female image and other categories.In the third part, it will be discussed the existing problems and countermeasures of the Portrayal of the image of Women in the TV ads, Ⅰ have integrated the existence of the major problem:deep gender discrimination, hindering the female consciousness to explore, lack of specialized legal constraints. Relying on the relevant theoretical knowledge, Ⅰ will analyze and summerize the causes of the problems above, for strengthen the legal constraints, strengthen moral education, and broaden the creative vision of a multi-level solutions.Ⅰ believe in that through the joint efforts of the society and the improvements of the qualities and abilities of the women, the phenomenon of "discrimination against women" in the TV ads will gradually disappear. Ⅱ will be placed by a brilliant female image and the harmony between male and female.