The Shaping Of Female Image In TV Advertisement Of Daily Chemical Products

As an important means of information dissemination and information acquisition in modern society,advertising not only participates in the construction of people's consumption concept,but also affects people's aesthetic cognition to a certain extent.Daily chemical products are the necessities of people's life,and daily chemical advertisements are especially good at using women's images to promote commodities.This paper takes the women's images in daily chemical products TV advertisements as the research object,and discusses how daily chemical advertisements intervene women's self-awareness by shaping the image template of "good women" through a large number of case studies.This paper extracts three kinds of representative female images from massive advertising texts: housewife,vase beauty and workplace beauty to carry out research.However,no matter the housewife who lives in seclusion,vase beauty who uses her body to display goods,or workplace beauty who consumes for herself,they are undoubtedly the hypothetical descriptions of the advertisers to the target audience in different periods.With the development of society,women's self-awareness is gradually awakening.The female images displayed from the perspective of men in advertisements have been difficult to be recognized and accepted by female consumers.Therefore,the advertising manufacturers have further adjusted the display and narrative methods of advertisements.Women have gradually transformed from the leading role of stories to the main body of narration.Advertising began to pay attention to women's unique life experience while promoting commodities,and the products continuously subdivided correspond to different circle cultures.Daily chemical advertising,because of its close relationship with daily life,either explicitly or secretly participates in the cultivation of women's group culture.This paper makes a questionnaire on the media effects of women's images in daily TV advertisements.Through the interpretation of the questionnaire data,it analyzes the extent to which the use of women's images in daily TV advertisements affects women's self-awareness,whether women can obtain self satisfaction in watching advertisements,and to what extent the images and words in advertisements affect the sales of commodities ?...