Research On The Role Of Women In Chinese Commercial Advertising Based On Great Wall Award Works,2001-2017

Female role is an important element in creating commercial advertising,on the one hand,the presented and shaped female role can respect the current situation and values of women,on the other hand,it’s also transmitting specific gender concepts and women’s values,which can affect the development of women and the formation of people’s gender concept.In order to analyse the current situation and historical changes of women’s roles in commercial advertisements,the research taked the winning print works of the Great Wall Awards from 2001 to 2017 as the sample source,Using the method of content analysis to make a comprehensive measurement of female roles,from the aspects of center element,edge element and cross element.Based on image theory,the text analysis method and case analysis method are also used to describe,analyze,and explaine the female roles.The results show that women’s roles keep young and slim over the years,but the diversities in the hair,clothing,posture and other dimensions are obvious.The role type is from single to multi-element,the gesture is from formal to lively,the personality is from the reserved to the obtrusive.In the aspect of gender concept,the application of women role shows no obvious gender discrimination apparently,which reflects the professional accomplishment and social responsibility of the advertising creators and judges.But after further exploring,a lot of misunderstanding are found,such as define female "beauty" to control female body,cut the female body as a display of goods,use female body as ornament and so on.Several fingdings are concluded when analyzing the values of female roles in advertisements: the rebellious tendency is becoming more obvious,mainly to the consumption idea of thrifty family,and the stereotype of virtuous wife and mother;as for discourse power,with the awakening of women’s self-consciousness,women are no longer the "second gender",they have their own thoughts,and are happy to express and adhere to;women’s aesthetic appreciation changes from appearance orientation to pay attention to both inner health and spiritual world.Finally,this article explains the current situation and problems of women’s roles and gender concepts in commercial advertisements from the political,economic and cultural perspectives.And puts forward relevant suggestion to promote the female benign interaction and common development between advertisement and female.