A Comparative Study Of Feminine Image In Female Consumer Goods Advertising Between China And The West

As a coalition of economy and culture, advertising is promoting products while spreading the culture. Advertising plays a vital role in psychology, life philosophy, consumption concept and even value system of people in the contemporary society. Whether people accept it or not, advertising is an indispensible component of the daily life. The cultural connotation which reflected in the excellent advertisements is also an enduring research subject.In the contemporary society, the global political and cultural affairs are increasingly interconnected. Meanwhile, Women's Development is considered as an important component of the development of the society, female consumer goods have occupied a position that can not be ignored. The analysis of the social and cultural connotation reflected in the excellent advertisements helps the revealing of the similarities and differences in social status and social values of women in China and the West under different cultural backgrounds as well as the changes in their social status and social values in different historical backgrounds.As the studies on female consumer goods advertising in both China and abroad are mostly based on advertising and communication theories, relatively only a few studies on female consumer goods advertising are conducted from the intercultural perspective. Based on the theory of Intercultural Communication and a comprehensive review of the existing research findings concerning female consumer goods advertising, the author tries to analysis the typical cases of female consumer goods advertising in China and abroad based on the theories such as cultural perception,cultural values and intercultural communication competence and intercultural awareness, etc., and carries out comparative analysis with synchronic and diachronic research methods. On the basis of the analysis above, the author found that the feminine image in female consumer goods can be generally classified into four groups: female as virtuous wife and good mother, beautiful female without connotation, independent and self-confident female and post-modern female. Based upon the analysis on the feminine image in female consumer goods advertising in both China and abroad, the following conclusions are drown: though, with social development and progress of human civilization, the feminine images in female consuming goods advertisings is becoming diverse, feminine image is still shaped to some extent in a stereotyped way more or less in both China and abroad, and this phenomenon is even more serious in China. To eliminate this deviation requires the self-change of women, guidance of social media and the healthy cultural atmosphere in the aspect of social gender.