An Aesthetic Criticism Of Modern Feminine Body On The Television Advertisement

As a special form of mass media, television advertisement has the functions of constructing the gender meaning. In the course of the mass communication, it expresses the consciousness of male power using the images of women and causes consciousness intrinsic further. The phenomenon of gender discrimination on television advertisement is universal. This article proceed from the condition of the feminine body presentations, the narrative skills and receptions, analyzes sex discrimination on the advertisements by feminism angle of view.The first part of paper obtains that the images of women body are under the standard of male power, analyzing mainly from the feminine body presentations on the television advertisement. On the advertisement the presentation of body is women-senior-to-men, however, it is the men-superior-to-women in the essence. Through selecting statement and emphasizing certain subjects, the advertisement advocates the traditional role as the mother and the ideal image, which displays binary oppositions and male's oppression to female.The second part gains that the narrative skill is not the neutral existence, throught analyzing the narrative methods which are used in narrative .The advertisement narrative skills include arrangement of temps, confidence of narratives mode and the choice to syntaxe. All has characteristic of the father power, which also is the reason that the male power can be structured.The third part proposes that in the process of reception, the feminine images reappearance in the advertisement has controlled the real body, which can lead to disseminate the feminine discrimination. In the code-process, through the analysis of look- looked relation, we can get that the male control the feminine; Moreover ,through decoding the advertisement, the female has accepted the images and the significances which are manifested on the advertisement, which cause the true feeling to lose and the subject constructed falling. The feminism deconstructs men-centered system with the aid of understanding of television advertisement completely. The performance of women's bodies on the television advertisement is not only disadvantage to woman's survival and development but also is disadvantageous to society's development and the progress. Therefore, it is extremely significant for us to promulgate the performance of discrimination and to analyze its reason, which could enhance people's sensitivity to discrimination on the television advertisement and lead to transform this phenomenon.