The Analysis On The Cultural Significance Of The Female Image In Advertisement

As the advancement of technology and the development of economy, advertisement has become the important part of social life. Advertisement play a guiding role in the social values and the public's aesthetic by way media's fast and wide dissemination function and expression of diverse information.However, due to the traditional patriarchal culture,there are still many phenomenon of women about gender discrimination, vilification.And such advertising phenomenon has been further deepened the social diserimination of women. shaping the image of women in advertising is a subject worthy of attention and study. The purpose of writing this paper is that thinking and analysis this phenomenon.On the basie of accessing to a large number of domestie and foreign research results and papers, quoting data and examples,the image of women in advertisement and possible adverse effects should be summarized.According to the results of the summary,points out corresponding recommendations and solutions.The introduction of this paper proposes the meaning of topic,status of research topics at home and abroad.research methods.the basic framework of thesis research.The second part studies the theoretical support of the image of women in advertisement.For the third part,according to status of the advertising industry nowadays,the author dose a more in-depth investigation.Mainly analysis the female image in the current elevision advertisement, summarizes common types of the image of women into four categories.The fourth part studies the negative phenomena existing in shaping the advertising image of women.In this paper, the fifth part suggest the relevant measures and feasibility of proposals,point out the principle should be followed and recommendation for advertisers,advertising production company,supervision departments and audiences.