Feminism, Post-feminism And The Female Image In Advertisement

In the modern society, the advertisement is ubiquitous. Looking over the Chinese and foreign advertisement history, the advertisement which include the character element is over ninety percent of all advertisements, but feminine image entered the stage is more frequently than the male image by far. The feminine image took not merely one kind of commercial mark but took one kind of social culture mark which appears massively in the advertisement, it may be said it was one of the most important culture symbols in the modern society .Therefore, To conduct the research of the advertisement feminine image is the important constituent of the female studies. The former research mainly used the modern feminism sex theory to makes simplified pattern analysis with the advertisement feminine image, so, the conclusion advance, the critique lacks the objectivity, the criticism result cannot escape these two kind of simple dual opposition pattern:"looked with looked"or"the modern female to the male power society's subversion". Facing in advertisement and advertisement feminine image, Post-feminine theory researchers as soon as then changes that kind of simplification even crude critique and which feminine theory researchers have used by, Pondered earnestly"why the advertisement does have the formidable attraction to the populace","whether suggested one kind emerges quietly new sex consciousness"and so on questions. And emphasizes the difference from the facing up to difference, opposed the essential principle and the universal principle, opposed the simple dual opposition thought, emphasized polytropism, the fluidity, deny the great standpoint to embark, in latter feminine principle full affirmation advertisement feminine sex independent. In this article the first chapter outlines the feminine principle and to in the advertisement feminine image main criticism viewpoint. Second after chapter key introduction feminine principle this in domestic academic circles relative strange sex view, and unscrambles the feminine image in the advertisement with this theory. The third chapter the question which exists to two kind of sex views carries on reconsidering, definitely its reasonable place, simultaneously also maintains the sober critique distance. We must guard against the feminine principle excessively extreme, after but also must pay attention to the feminine principle ambiguous and place of the dangerous: Thoroughly makes a clear distinction the boundary with difficulty with the male power resurgence, to expend behind cultural capital logic to lack the critique.