A Study Of The Female Image In Recent Television Commercials In China

TV ads becomes more and more important in people's lives. They are also one of the windows by which people know the outer world. In the dazzling array of advertising, the frequency of the emergence of women is relatively high. The number of images of women in the advertising can be described as astonishing. At least in quantitative terms, women who have been in "secondary"for thousands of years, have become "primary" in contemporary advertising. The female images are displayed on the mainstream consciousness, aesthetic expectations, in turn, they also build the aesthetic standards of audience, influence the audience's aesthetic standards, and aesthetic pursuit.After digging into a large number of foreign-related research and literature, the writer, working for the deficiencies of previous studies, with gender theory, agenda setting management, theory of acculturation, "spiral of silence" theory, aesthetic theory and advertisement case, sorts out the female images of a lot of advertising in television advertising in recent years in China, in order to strive to analyse and evaluate these images more scientifically, more objectively and more comprehensively.The female image in TV ads is a certain stereotype, stereotyping, more to display the female image to be good wife, good mother or modern vases, so female image was modeled, unitray, and limited to a certain extent. Nevertheless, TV advertising is not only a cultural form but also an art form. It comes from life but is elevated above life. Along with the progress of the times, female images in TV ads start developing from the model to the variety. Meanwhile the role, status, occupation scope of female images are increasing. Advertising starts concerning women, expressing the voice of women, and women's new images in the new era along with new times going. Men are women's observers. Women are observed. She will be transformed into an object,in particular into a visual object, which is a scenario. In the male-based visual culture, men and women are placed in the model of" seeing and being seen' The male is the viewer, appreciator, one who is looking at the female.The women are considered secondary. They are seen as objects, aesthetic objects, or even the objects the male desires. Men look. Women are looked at. Women see themselves read by men. In the unequal relationship of "seeing and being seen", the female body is an important carrier. However, the carrier does not appear as a complete image, but is cut into many "parts", free from the body, and becomes non-contiguously scattered debris. The female body is objectified in the eyes of men.Advertising defines and shapes women's beauty by men's aesthetic vision throught photography with modern technology. It is defined as a slim body, beautiful appearance and youth as a measure of women's beauty, but it ignores the other culture understanding for female beauty, making beauty standardization, modeling, affected and built modern women's aesthetic and aesthetic criteria.