The Change Of Female Image From The Perspective Of Chinese Modern Aesthetic Culture

In the perspective of aesthetic culture,image is the embodiment of the cognition of the subject to the object,and the manifestation of the operation of the individual and collectivization by adding subjective and objective factors,emotion and thinking characteristics.Image factor has become one of the more and more important factors in the study of aesthetic culture.In the context of aesthetic culture,"image" is the visual expression and representation of the real world,and its meaning is to construct an illusory relationship and thus cause the de-realism of reality.The expression of image needs to take the media as the carrier.Through the communication of the media,the image will have a more three-dimensional and true appeal.The existence of advertising is just such a medium to display the image in the eyes of the world.Taking the female image in the advertisement as the typical representative of the aesthetic cultural image,people can see their deepest desire in a more intuitive way,so as to realize "metonymy",so as to arouse people's emotional identity.Based on the"journal of Oriental tobacco advertising in female image as the research object,in the thirties last century or so,tobacco advertising in the magazines have lots of female image,the author thinks that cigarette advertising appeared in female image is in the context of times,as the era of media,female image can be seen as the product of social culture operation,is a visual representation of the real world.Through the presentation and change of female images in cigarette advertisements,the public complies with the change of The Times,completes the writing of their own desire,and stimulates their own emotional identity.Through the study found that women with cigarettes from the beginning of the private sector to the thirties of the 20 th century gradually transition to the public aesthetic space,due to long-term under the influence of traditional culture,traditional women in the society dominated by male discourse power,limited women's field of activity,they contact the cigarettes can only exist in the private space,but with the arrival of the industrial production of social modernization,some "bold" image of women has entered the public space,as free and independent.This kind of change contributes to the construction of a new connotation.The constant "flow" and "change" of female identity indicate the transformation of an "individual" and "individual" image.However,it is inevitable that in today's society,consumerism is the supreme,consumer goods are in theconsumption symbol,in line with the symbol of their own desire,in the consumer society "kitsch" aesthetic trend is more and more obvious.In this context,women strive to pursue the discipline of power,to construct themselves in the process of body change and to control the initiative of their own body discourse,but they are still in a passive position,and the operation of power capital is still in the hands of men.Women constantly shape the ideal of body beauty,trying to make themselves the center of life,but little did they know that due to the collective unconscious of society,they have been quietly seen as the image reflection of male desire.Female images are still mostly "watched" objects in cigarette advertisements and life,and men's gaze on women is full of desire and power.In the cigarette advertisement,when the female image appears in front of the subject,the visual culture pattern can quickly produce a sense of hierarchy,in which the female becomes abstract and material,she is just a pronoun of "desire",a symbol of gender,and a landscape of "being watched".Men shape women into the relationship between themselves and others,women carry their own visual pleasure,men construct their own discourse power,and establish the social order of gender hierarchy.