The Change Of Female Images In Republic Of China

Advertisement, a medium for arts, becomes more and more important to people’s life. We can not only get in touch with new lifestyles, ideas and values, but also can learn about politics, economies, cultures and other information of the society through advertisement. From this perspective, advertisement is featured for its large information contents in simply words. Advertisements in different societies are labeled with different features of the societies. To some extent, the development of advertisements has close relationship with the development of a society. As it reflects various aspects of a society, advertisement has become one of the hot-heated research subjects in studies of Chinese modern society. Cosmetic advertisement, taking the females as the intended audiences, is a type of advertisements emerged in contemporary times. Through analysis on the cosmetic advertisements in the contemporary China, the paper strives to figure out the women’s status at that time.Shun pao. formerly transliterated as Shun Pao or Shen-pao (Chinese:申报; Pinyin:Shen Bao), known in English as Shanghai News, was a newspaper published from April30,1872to May27,1949in Shanghai, China. Shun pao together with Ta Kung Pao, Daily News of the ROC (the National Anthem of the Pepublic of China) and Yi Shi Bao is known as Four Major Newspapers. Covering news about many ranges and having a long history, Shun pao is one of the most influential newspapers in modern China. Apparently, it wins the most readers in China and becomes the main media in Shanghai. As this paper intends to investigate into the changes of social life and women’s status through cosmetic advertisements, all materials are collected from Shun pao.After the Revolution of1911, female liberation movements have gained a prosperous development which promotes the raise of women’s social status. More and more female groups emerged since then and women became to involve in political activities. Meanwhile, education is open to women. Based on these facts, women’s social status has gradually changed with the development of society. From the Revolution of1911to the late ROC, many female-related activities, including the Natural Breast Movement and the Natural Feet Movement, effectively help to upgrade women’s status and advance the equalization of rights between male and female in China. However, in society, women’s role in family have not been changed much and are still in a position of subordination to man.On the basis of the cosmetic advertisements, we could figure out the real life of women in modern Chiba. By using makeup, as toothpaste, perfumed soap and facial cream, people began to highlight the importance of health in life.