| As a kind of ubiquitous communicating carrier, the advertisement is influencing our conception and life quietly.While society is progressing, man - centred culture is being convulsed. Women play more and more roles in our life and behave more independently. Women's capability is being recognized and regarded day by day.Especially since later 1990s, as the western feminism brought in, female images in the mass media and the gender stereotype in the advertisement have been changed a lot. But it cannot be ignored that some new gender stereotype is forming gradually, and to some extend, traditional gender stereotype is still existed in ad.This article proceed from visual angle of the gender, examining the contemporary mass media women mechanicals with the eye of the development, using emphatically Content Analytic approaches that study the advertisements in"LOVE""FAMILY"&"READER"from 1995 to 2004, analyzed female images and got that traditional female stereotype has been changed a lot but still existed, and some new gender stereotype is forming, based on which how the female stereotype in ad affected the mass gender cognition is studied and correlative countermeasure is discussed. |
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