The Discussion Of Sexual Symbolization In Advertisment

Advertising as a special transmission vector is not only the reflection of social life, but also affect people's lives. Gender image advertisements in different historical time has a different meaning. Simply put advertisements in the application of gender orientation of the image, has been unable to meet its development needs. Therefore, the development of China's advertising industry and changes in the past 20 years we can see that China's advertising image of the sexes. out of the narrow change toward a pluralistic, in the understanding of gender, has become more rational. more high-level vision. These changes or advances on the future of advertising is a huge advantage.First, the image of women in advertising advertisements, a woman's image can be divided into the following categories : 1. The traditional image of soft water. Early this image of women in advertising, when it had been open with the aesthetic ideas. It also conforms to the female image of the thousands of years of social expectations. Is the largest advertising image. 2, confident independent modern woman. Such an image of progress on the education of women in advertisements in the power market. However, in terms of female self-confidence of women or violence in the advertisements they are still not out of the male discourse fence. Also monotonous shape distortion in the image. 3, Q-seeking nature of the lovers of women. Self-image affirmed the value of this category of women fearless. Is not concerned about the male perspective. Advertising on the image of women reflects the basic fairness of the performance. Second, the image of men in advertising advertisements, the image can roughly be divided into four categories : men 1, the type of strong masculine men. Such is the strength of men, a symbol of conquest, but also the character of a hero in the city. He and relatively gentle women, is more people have recognized and representative image. 2, the image that men enjoy life. Such advertisements reflect the image of a man's social life outside the home, women inside the role. However, the image mode has been a large number of criticism and censure. 3, home of the man image. Such male image, the image of men in advertising in multiple changes. Is a conceptual progress. 4, blues melancholy male image. This image showed the diversity of male emotion. With a single male image in the advertisement farewell, finally fulfilled together.Third, the neutral image advertisingModern advertising industry, the most popular United States is neutral. Both men become feminized or more masculine women, the trend is toward advertising. This is neutral in the performance of their historical reasons. Meanwhile, we also see that the so-called gender is the result of social construction. Such ambiguous gender performance is gender image of a heightened awareness of human development performanceFourth, the gender image from the trigger of advertisingWhen advertising is rooted in the fertile soil of culture, gender image in the advertisement will change its specific causes and effects.1, forming a constantly changing image advertising gender reasons. Fundamental changes in the image of sex in advertising for two reasons: (1) of the idea of tolerance and diversity underlines. In a civilized society to progress towards the same time, a wide range of cultural and ideological maintain a considerable degree of tolerance. The main reason people had never thought of the Frankfurt School in the area of consumption recovery. Feminism in the deepening of China's growing influence. As a reflection of culture, the advertisements will also have reflected this trend. (2) The value of a symbol of social progress and change. Advertising sex speakers, a symbolic extension of the authority of the social ideology of compromise, tolerance and reconstruction. Change the image of a more full of advertising. Changing the image shows a more deep-seated cultural psychology.2, the advertising image and gender audiences aesthetic changes. Advertising Women of the aesthetic nature of the changes is self-consciously aesthetic expression, women's rights, social equity. equal progress. Advertisements for male pop aesthetic changes that have aesthetic return Also note for the men in "beautiful" and "was" the right course.3, simply does not distinguish between men and women. Whether the image is sharp gender, or gender ambiguous performance, in essence, on the distinction between men and women has been a complex problem. This is further proof that the so-called gender is not innate, but the result of the late social constructionism.Fifth Looking to the future, beyond the duality of returnThe advertising image is the main center of power, or gender, is sober awareness of the existence of preferences themselves. As long as the so-called mainstream, so-called alternative or alternative will be an alternative. Advertising image for the future of gender make a reasonable prospect, we can clearly embodied in the power of advertising or not, Fashion advertising its hot and cold fashion advertisements into two categories.Hot fashion advertising with a male center, but there will be changes in the expression of gender inequality will no longer obvious. Awareness and understanding of this kind of advertising would not stop at a simple "gender politics" or binary argument. I return to the secular nature of the content of the advertising image of a high level of understanding.Cool fashion advertising would be far away from the center of power in the cold. Such advertising prominent personality and hate meet. Create a fashion individual ownership. Some of the uncertainty over the world to identify opportunities to the world a little imagination monotone linear growth.