A Study On The Image Of Women In Picture Advertisements In Shanghai Times(1921-1939)

Studies on the image of women in newspapers have always been indispensable.During the period from 1921 to 1939,when huang bohui was in charge of The Times,few people studied the image of women in advertisements during this period.Under the chairing of huang bohui,the newspaper has a unique style and features different from other newspapers in the same period.Moreover,this period is also an era of cultural reform,so it has research value.This paper studies the female image in the picture advertisement of The Times in huang bohui's period.The paper generally adopts the method of combining quantitative analysis and text analysis to encode and decode the statistical pictures and interpret and analyze the advertising text.Based on the historical background,this paper studies the construction of female image and the development of female culture.This paper also presents the social status of women at that time by comparing the number of women of different genders and ages,explaining the comparison of the text,and using the method of comparative statistics.In addition,in this paper,goffman's deportment analysis method will be adopted to analyze women's deportment and deportment in the picture and get the characteristics of female image construction.According to the statistical analysis,under the semi-colonial and semi-feudal social background,half of the traditional female cognition cultivated in the feudal society is still rooted in people's consciousness.Half of it is the indoctrination of the western female culture of the colonies with the idea of openness,freedom and equality;The women under the attack of two cultures presented a contradictory state in the society at that time.There are not only beautiful images of emerging women,but also images of oppressed women trapped in the shackles of culture.Thus,it can be concluded that women's liberation in that era struggled forward in the contradiction between traditional culture and emerging culture,and women's equality and freedom in the patriarchal society and political turmoil could not be well realized.