Research On Female Image Of Shun Pao Cigarette Advertising

Shun Pao is one of the earliest newspapers published in China.It has a very important historical value which was called "experiencer" and "writer" of many important historical events in China.In this paper,the author studies on cigarette advertising Shun Pao the main selection in the thirties of the 20 th century the old and new thought and the special period of intersection collision between Chinese and western culture,combined with the related historical background,from the perspective of social gender theory to analyze which show the image of women,present a cigarette advertising Shun Pao outline of the female image and its change picture.This paper combines quantitative and qualitative research into three parts.The first part,first of all,to basic and related historical background is introduced,including operating conditions and modern advertising Shun Pao began,the appearance of the development of tobacco industry and cigarette advertising promotion,dissemination type,such as the overall situation,is the basis of this research background.The second part based on the classification of cigarette advertising Shun Pao sample statistics,make surface description to female images in the ads,to capture the advertisement female physical characteristics and traits of moulding,present the development of the female image in data change process and phase characteristics.The third part puts its social background for qualitative analysis,from the perspective of gender theory to explore the different periods of female image that reflects the change of social culture,aesthetic taste and ideology;The power relationship between the sexes,the awakening of female subject consciousness and the expectation of social role orientation;Finally,this paper discusses the relationship between the mass media image and the female society.Commercial reading aesthetic pattern reflects and transforms value and evaluation standard of the society for women,people on the basis of the image of a series of roles in media content to the shape of gender and specification activities.By cigarette advertising shows women in the change of the appearance and connotation,can be seen that women start out of the family,the tradition of female subordination relations as well as the principle of inside and outside the division oflabor began to loose and change;The content and space of the social intercourse activities of women are enlarged,and the expression of individuality and desire is highlighted in the relationship between men and women,and even the participation demand of public affairs is generated.As the product of mass culture and the mainstream ideology combined media not only reproduce the gender role and status,itself also participated in the construction process of gender and suggested by leading female character role and status in society.