Research On The Construction And Dissemination Of Gender Image In Contemporary Japanese Society

Advertisement as part of society,its transmission carrier,content form and narrative logic are affected by political structure,economic system and other social structural factors.The gender image in advertisement is the same,which will inevitably be restricted and influenced by all aspects of social structure.In previous studies,studies on the reason of construction and dissemination of the gender images is relatively scarce.With the same condition of putting the gender images as the main research object among the whole society to make conclusion of political landscape,economic development,social background,Culture conditions,aesthetic preference,etc.This study takes contemporary Japanese advertisement as the research object,uses content analysis,case analysis,sampling analysis,symbolic analysis to analyzes the construction and presentation features from 3 dimensions——visual symbols,logical narrative and social roles.In addition,the study also focuses on the special nature of advertisement gender images itself,and analyzes the social factors that affect gender images from the perspectives of economy,culture and society,discusses the main characteristics of gender image communication in contemporary Japanese society so as to deepen the understanding of this society.The results show that the gender images of male and female in contemporary Japanese advertisements have changed to a certain extent,the male images no longer maintain the absolute authority of the past,but a tendency of decay,the dependence of female images also weakened,showing the tendency of independence.The construction and dissemination of gender images in Japanese advertisements are given specific manifestations by the deep meaning of consumer society,gender culture and social differentiation.Consumer society is more rational,advertisement tries to satisfy the rational exploration,increase the credibility and social identity by three-dimensional gender images.In a society where equality between men and women has become a social consensus,gender inequality problems still exist.Some advertisements are trapped in the dilemma of gender image alienation.Faced with the gradual increase of the disparity and the obvious social structure of group differentiation,advertisement attaches great importance to the care of individuals and groups,and carries out diversified and differentiated gender images.The study holds that the construction of advertising gender image is influenced by multiple fields,systems and dimensions of the society,and has different connotation,meaning and expectation of gender image.Moreover,the development of gender image,gender advertisement and gender culture all need to be adjusted in the field of communication,especially in the rationalization practice of consumerism,the egalitarian development of social gender culture and the communication and development of multi-group consciousness.Through the research of the construction and dissemination of gender images in contemporary Japanese society,as well as the analysis of social consumerism,gender culture and class differentiation,this study examines the periodical features of the economy,society and culture of contemporary Japan from the side,and directly reveals the development direction of the gender image building and gender culture construction.For in-depth understanding of Japanese society behind the profound ideological connotation,national characteristics,cultural implications is of great significance.In addition,the Japanese image advertisement gender construction of past failure could also provide the advertisement practitioners to gender and the spread of the experience,the prompt in the future the development direction of image creation of gender and gender culture construction,how to promote the media in the construction of advanced gender culture play a major role,cash social gender mainstreaming to provide valuable reference.