The Dissemination Of Female Somaesthetics In Magazine Print Advertisements In The Thirty Years Of Reform And Opening-up

The body,which is the opposite of the soul,has always been absent in the fields of philosophy and aesthetics.However,after entering the era of mass communication,the worship of the body by the media and advertising seems to make the presence of the body important.The theory of Somaesthetics proposed by Richard Shusterman is dedicated to spreading care for the body or the cognition,discourse,practice and physical training that may improve body aesthetics.This article is mainly composed of four chapters.The introduction part explains the research background,research status significance of the article and research method.The first chapter gives a basic overview of somaesthetics in Chinese and Western philosophy(aesthetics),first the main theoretical basis of this article-Richard Shusterman's somaesthetics,and then the soma aesthetics in Chinese philosophy;The second chapter is about the female body in the print advertisement of < Women of China >(1980-2010),which is divided into three sections.The first section is a general overview of the research samples in this article;the second section explains the category construction methods of the research samples;the third section is a basic description of the female body images in the research samples,mainly in the following four aspects:the full appearance of the female body,the presence of local female images,the display of similar images of the female body and the beauty of the female body.The third chapter mainly focuses on the aesthetic findings of the research on the female body image in the print advertisement of < Women of China >(1980-2010).Combining analysis data,sample pictures,and specific era backgrounds,the five main findings are summarized: the reconstruction of female body aesthetic consciousness in visual culture,the image of Chinese women who are different in different periods,and the deconstruction and consumption of female body under the background of mass communication,the female body that is fashionable and healthy in a consumer society.The fourth chapter is a thorough summary of the communication status and trends of female body aesthetics in magazine print advertisements in the thirty years of reform and opening up from the perspective of communication.At the level of communication status,the development status of female body aesthetics in mass culture,consumer society and advertising communication is comprehensively considered.At the communication trend level,combined with related theories such as Somaesthetics,consumer society and mass communication,it summarizes the three development trends of female body aesthetics: excessive consumption of female bodies,rise of female body aesthetics awareness and professionalization of female body aesthetics communication.This article hopes to study the communication of female body aesthetics in magazine print advertisements after the reform and opening up with < Women of China >magazine as the central material.Through the use of statistical analysis software SPSS,a total of 492 print advertisement images from February 1980 to December 2010 were coded and studied to achieve the purpose of empirical research and analysis.On this basis,it further combines Somaesthetics,body philosophy,consumer society and female image dissemination and other related theoretical knowledge,comprehensively and carefully analyzes and discusses the dissemination of female body aesthetics in magazine print advertisements in the thirty years of reform and opening up.