| The women in advertising are not only a commercial symbol,but also a socio-cultural symbol,and the women who appear most frequently in advertising reflect the deep value logic hidden behind the entire society.This study takes the female image in traditional advertising,feminist advertising and female empowerment advertising as the research object,adopts two research methods,content analysis method and text analysis method,and analyzes the female advertising image from the perspective of gender,drawing on some perspectives in feminist theory,post-feminist theory and critical school.The research sample selected the "IAI China Advertising Yearbook" in the past ten years,used SPSS data tools to analyze the frequency of film,television and print advertising from 2012 to 2022,compared traditional advertising and women’s advertising for women,summarized the characteristics of traditional advertising,feminist advertising and women’s empowerment advertising,and then criticized and reflected on these three types of female advertising images,explored the causes behind their problems,and finally made suggestions for the further optimization of women’s advertising images.The study found that in the new period,affected by various factors such as economic development,social concept progress,and increased advertising censorship,the female image in advertising has made many new breakthroughs compared with before: the reduction of negative female images,the appearance of the "public domain",the birth of "new female advertising images",etc.,but the female advertising image still deviates from reality,there are not only deep-rooted problems such as gender stereotypes,women being marginalized,and being stared at,but also the manipulation of women’s consciousness,the emotional discipline of women,new problems such as too many images of strong women;No matter what kind of advertising type of advertising,the problems existing in the image of women need to be further explored from the aspects of social culture and economic culture,media discourse,and audience participation.Regarding the further optimization of women’s advertising image,it is also necessary to form a joint force from many aspects of society,media practitioners and women themselves,strengthen gender awareness education,enhance women’s self-identity,establish a correct view of consumption,enhance gender sensitivity,pay attention to women’s development,and so on.The formation of women’s advertising image is influenced by the values of the whole society behind it and the long-term social and cultural background,so to explore the female image constructed by advertising in the new era,it is necessary to re-examine the current female advertising image,more based on China’s basic national conditions,in line with the current situation of Chinese women to explore,and then to create a better female advertising image to put forward targeted and operable suggestions. |
