A Study On The Sexuality Of TV Advertisement In The Context Of Consumer Culture

The expansion of consumption culture in our country, involving all aspects of social life, television advertising as an important part of advertisement culture and culture carrier, will be influenced by consumer culture, in its penetration at the same time, natural to respond and on the expression of consumption culture under the guidance of the values and way of life. In this process, in turn, further stimulate the development of consumption culture. In the context of consumer culture, television advertising as a commodity which guide the consumer and audience, TV advertising in the male and female image as a kind of consumption symbol appears on the screen. In China, TV advertising is closely associated with consumer culture, evolution process of female images in TV advertisement is out of sync with the consumption culture in the development and expansion Chinese. Therefore, this paper analysis of the change of TV advertising gender image since the new period in the study, is not limited to television advertising works itself to explore gender image, but also in the broader context of consumer culture, the text content as the foundation, from the social culture, the consumer behavior of the audience and the psychological point of view, analysis of multi-level a full range of television advertising of gender image. Through the comparison and integration analysis, found that changes in the course of gender image, the gradient on the consumption culture in the context of thinking, in order to reveal the practical significance of this change for the modern society.