Image Of Women In Television Advertising Research

Along with the rapid development of science and technology, the mass media people are even more profound impact. Among them, television ads play an increasingly strong role in the public's concept of social consumption even in cultural valves by way of TV media's broad coverage and variety of audio-visual forms. However, under the historical background of men's thinking rule the world for thousands of years, TV commercials in many countries are full of prejudice and there are many derogatory image of the female phenomenon, a breeding ground for such advertising has been further deepened the social discrimination of women. Along with the development of society and culture as well as the women's awareness, there comes to an important topic: how to use the TV ads to create a good image of a modern woman. This is precisely the main purpose of writing this paper.On the basic of accessing to a large number of domestic and foreign research results and important documents, Firstly, the image of women in television ad should be straightened out and compared, and then uses surveys, inductive and the summing-up method, analyzing the status of the image of women and the existing problems in TV commercials, and identify the causes of specifically problem according to theory. According to the results of the analysis, points out corresponding recommendations and solutions, as well as on how to create good television advertisement image of women to explore in greater depth and discusses in detail.The preamble of this paper proposes the meaning of the topic, status of research topics at home and abroad ,research methods, the basic framework of thesis research and innovation; The second part studies the theoretical support of the image of women in television advertisement, mainly introduce the structure-semiotic theory, ideology, theory and theory, gender theory, feminist theory, and so on; For the third part, according to a large number of television advertisement in recent years the author does a more in-depth investigation and statistical work. Mainly analysis the female image in the current television advertisement, Summarizes common types of the image of women, and points out the negative image of women and their tendency; In this paper, the fourth part suggest the relevant measures and feasibility of proposals: First, the analysis in the development of modern culture, the image of women, pointing out the modern female cultural concept and the new female image of the new development direction. Then on television advertising in the process of starting with all aspects, explores how to shape the development of modern society with good health and image of women and further gives the specific design strategy in the creative process of television advertisement.Although the traditional concept under the influence of television advertising for the image of women derogatory problem can not be completely resolved quickly, but we have reason to believe that through the joint efforts of all sectors of society as well as women their own quality and capacity, the TV commercials "discrimination against women" phenomenon will gradually disappear, replaced by sunny will be a female image and the image of the harmonious coexistence of gender.