The New Images Appearing In Advertise

This study drawn on the masculinity theory based on the sociologist R.W. Connell's. Are there any differences in masculinity between western and traditional culture in China? In conclusion, I indeed find a different kind of masculinity between the west and traditional. I use the theory of"the crisscross shaft"to describe it.As we know, the media is an important social institution to shape gender images. What is the variation of the masculinity in advertise in the new period? Thus, this study aims to explore what kind of masculinity the Advertise in China represents? How the Advertise achieves the masculinity through consumption? This kind of masculinity focuses much attention on men's appearances, and it's achieved through a variety of ways of product consumption. The stylish masculinity overthrows some definitions of the traditional masculinity, but on the other hand, it still maintained some disciplines of traditional masculinity, especially the hegemonic masculinity.