Harmony Changes Of Image In China's Advertising

There are more and more disharmony factors with the rapid development of advertising. Display of gender image is particularly noteworthy among them. Many scholars has attacked this phenomenon in the media and advertising (mainly discrimination against women), which causes people to think about it. Along with the socio-economic development and people's social attitudes change, the gender image in advertising began quietly emerged some changes. In recent years, the study found that the independent image of women in advertising has begun to emerge. Moreover, the male image has made breakthrough in the conventional mode. It's harmonious changes of image in advertising. We will talk about the performance, the reasons and implications of it .Firstly, we talk about the performance in three aspects: gender division of labor, family values and gender temperament. Secondly, we talk about the reasons in two parts: the social cultural and women consumers. Gender awareness Variations, Women's role in society and related research of academics and civil society organizations has affect the changes. With the rise of female consumers, advertising began to seriously listen to the voices from women. Thirdly, we talk about the implications of it. The change of image is a social progress. It's contribute both to the society and advertising. Lastly,we make some suggestions to further develop of advertising.