Analysis On Gender Image Communication Of Dating Advertising In Contemporary China

Dating advertising is a type of social advertising using mass media and public space as communications media, whose purpose is to help single people marry or be in relationship. As a research object, it can intuitively reflect marital relations and gender discourse in the area of "gender and communication studies". For now, marriage problems have become group problems in Chinese society. In addition, media hype over the concept of "3S Lady" or "3S Gentleman" and capital coming into dating advertising market all directly catalyze the comprehensive change of dating advertising.In the perspective of communication studies and related theories, this paper focuses on the ontological argument, summarizes its spread impact, criticizes its spread difficulty, then gives an overview of the future prospect of gender diversity discourse. All these works are through the investigation of the Chinese dating advertising environment in three related aspects: the rise of Feminism, the coming of consumer society, the innovation of media ecology. These works also combine with the text type and image type samples, gradually analyze about the communicator, communicated and characteristics about gender of the image communication structure.