Research On Female Image Derogation In Commercial Advertisement

With the rapid advancement of modern society and development of advertisement industry, the influence of ad information communication has surpass economic and commercial realm and penetrate into people's everyday life, somehow it has become a commercial culture phenomenon. But because of the profits-pursuit temptation of commercial ad and lack of society responsibility, the problem of female image derogation lies in china's ad communication. So the problem of female image figuration has become urgent. Presently, most of the correlative research focus on microscopic level, such as draw up description and research from the style of ad design and some practical ad works , few did researches focus their eyes on about how to improve the female figure. How to improve the female figure in ad practice on the basis of assurance of basic aim and tenet need to be deeply discussed ,that's what this article try to focus on.This article try to definite the concept of female figure derogation in commercial ad, explain the relations between commercial aim of ad and female image figuration, analyses current situation about female image of ad, especially the phenomenon old female image derogation in ad communication.The derogation of female image in commercial ad included despising, discrimination, insult and smear. At the same time, because commercial ad has penetrate into everyday life, its derogation to women exert many harmful influence on the receiver and society, such as poisoning the receivers, misguiding consume idea, solidifying the sexual difference and hampering social harmony.Focus on the derogation of female image, this article deeply argued four reasons might be contribute it including culture, economy, law and moral.Through deeply analyses the reasons of female image derogation, this article propose the strategy of improving female image in commercial ad, try to find the way to balance the commercial profit and society benefit. The steps of improving female image in commercial ad are as follows:Firstly, the ad employee must strengthen the gender consciousness and social responsibility, secondly ad company need to broaden main body of originating, thirdly ad media need to refigure female image, fourthly, the third party and receivers should strength the data checking and monitoring, fifthly the monitor organization should build evaluation mechanism of social gender, sixthly the researchers need to attach importance to women's power that balance the society.