Study On Female Image In Online Video Wine Advertisement

With the development of the society and the improvement of women's status,the amount of women's drinking is increasing year by year.By comparing the relevant data of the white paper "moderate drinking situation of Chinese drinkers" in recent years,the amount and proportion of women's drinking have increased significantly.Therefore,the author takes this as the background to discuss the presentation of female image in alcohol advertising.Due to the rapid development of the Internet,the Internet has become an important channel for people to obtain information,so the author's selection of samples is locked in the network video wine advertising.The author selected the three websites with the highest ranking,took the heat as the index,finally selected 84 wine advertisements as the research object,and found in the sample collection that these samples also included advertisements placed in traditional media,and classified these advertisements for statistics and analysis one by one.By analyzing the advertising elements in the advertising sample,such as the female's age,voice-over,dress,scene and so on,and the positioning of the female image in the advertising sample,the author discusses the presentation of the female image in the online video advertising.Wine through the network video advertising samples after analysis found that there are some problems in the dissemination of alcohol advertising,first is in the rendering of alcohol advertising,the image of women is a stereotype,this kind of image is generally follows the traditional image of women in the popular mind,such as the role of wife and mother,the role of the male,graceful,such as the role of the function of this kind of role in advertising is similar,are under the hegemony male oppression of socialism,stereotypes,belonging to image of women.Second,also found in sample analysis of advertising in treating women in advertisements,which is embodied in the female's body language have been exaggerated,in order to contact with the advertising products,to achieve transmission,and reflect on a few lines,to shape women into no connotation,can succeed by appearance image positioning,there are a few advertising planning content weakened the women's career,socialattribute,is only attached to men,or just as a display in the advertisement,the function of service classes.In addition,with the development of the society and the change of the consumption culture,female image,there is a positive change,on the one hand reflected in the diversity of female image shaping,began to appear in different industries,different job,different orientation,an independent image of women,on the other hand reflected in the shape of women in the attention to the connotation of the female,this part of the ads are no longer the flagship product itself,but to spread out the brand concept,the concept of female characters inner emotional expression and ideas,and calls for women to break through the traditional chains,brave to pursue independence and freedom of personality.Through the analysis of the results of the online video wine advertising sample,the author gives his own thinking.Diversity of females in the advertising is very important,on the one hand,the spread of different professional roles for women can effective dispel the public stereotypes of women,on the other hand also help enhance women's independent consciousness,the women in the society can find their own shadow in the advertisement,so protect their uniqueness,is more advantageous to guide their attention to their own development and the pursuit of free life style in the future.On alcohol advertising in view of the above,the author puts forward the following Suggestions: first of all in the dissemination of beverage alcohol advertising should break the traditional,set up humanistic concept of advertising,human-centered AD content,and has the scale to reflect social reality,the second should be strictly controlled in advertising,set up good role of gatekeeper,and consider to join Chinese traditional elements in the beverage alcohol advertising,make wine brands with Chinese characteristics;Finally,wine brand owners can consider exploring the female wine market,and can launch drinking brands for women.