"She" In Ads And "She"

By the aspects of communication, sociology, psychology, consumption, the dissertation discusses female figures in ads and women audience polyhedrally, moreover the relationship between them in a particular and meticulous researching approaches.During these advancing developmental days, advertisement has become one of mass cultures that are the most dynamic and influential epochally. It has witnessed as the second air filling all around the world. Female figures take great advantages in visual ads. Therefore, to some extent, women overwhelmingly almost become "the first gender" by that means to play an important role in advertisement communication. Meanwhile, it is inevitable that women are considered as "the object for look" because of advertisements' abusing female figures, which correlates with the social status of women.The development of woman's rights has enhanced the social status of women step by step. Especially women's employment at large makes them obtain economic rights so that image-building of female figures in ads must improve for the sake of satisfying women audience primarily.The dissertation gives a brief statement about the evolvement of woman's social status, woman's rights, the development of woman study historically as well as analyzes the evolvement situation of female figures in advertising developing history. From that, following the improvement of women's social status, changes of female figures in advertisements are clarified. Nor is that all, it differentiate female figures into four types: sexy beauties, traditional housewives, modern office ladies, post-modern women; and comparing to male figures, it results that image-building of the dual sex goes to pluralistic and equal. What's more, the dissertation also analyses women audience and woman consumption groups. Psychologically and consumptively women's consuming sense, behavior, trends and advertising strategies aimed on women are all analyzed to point out the specialty of female image-building made by female advertisers. In the end it moves to discuss the relation between "her century" ads and woman, which is a harmonic embodiment of aestheticsconcept——beauty is harmony. Ads might to build cultural atmosphere of sexual harmony,communicate cultural concept in order to achieve scientific developing concept of sexual harmonious.