A Study On The Presentation And Impact Of Benign Gender Bias In Commercial Advertising

Since its inception as one of the mass media,advertising has been inextricably linked to social reality.Advertising content,as one of the media content,is increasingly becoming an important part of society and culture,influencing and constructing the social and cultural form.As the advertising industry continues to flourish and its influence continues to grow,so does the interaction between advertising and society.In recent years,the status of women in the family and in society has continued to change with the establishment of a sense of female subjectivity and gender equality for all,and advertising agencies are launching campaigns to support women,often referred to as"feminist advertising".More and more feminist advertisements are appearing in the public eye and are getting good advertising results.For example,the#Like A Girl series from Always,the#Choose Beautiful series from Dove,and the new chapter in the SK-?#Rewrite Fate series,Life Without Limits,etc.But more scholarly research has found that this decade's advertising "has not eliminated the inherent impression of gender,but rather reinforced the effects of gender bias."In response to the phenomenon of gender bias,many early researchers viewed gender bias as a hostile attitude towards women.But two scholars,Glick and Fiske,argue that gender bias may include both hostile sexism(HS)and benevolent sexism(BS),proposing a theory of ambivalent sexism.One of the most significant effects of this is now benevolent sexism,which,because of its "well-intentioned" nature,is difficult to detect and guard against.China advertising Great Wall award is a very authoritative advertising competition in China.The entries are all commercial advertisements that have been put on the market,which can represent the creative level and communication effect of China's current advertising industry.This paper selects the winning commercial works of the 2019 China Great Wall advertising award to sort out the specific situation of female images in advertisements.Based on the contradictory gender theory,this paper conducts content analysis and text analysis on the samples to explore the presentation of benign gender bias in current advertisements.At the same time,the influence of benign gender bias in advertisements on female groups is summarized through interview survey,so as to provide some good Suggestions on avoiding benevolent sexism in future advertisements.In order to let more people understand the benevolent sexism,the author's graduation creation will include a mixed video of female images in commercial advertisements,a benevolent sexism science popularization H5 and a public service advertisement,and will be published on relevant platforms.Can improve the audience's awareness of benevolent sexism and understand the harm of benevolent sexism.