From The Feminism Perspective To Analyze The Female Image In Advertisement

“Advertisement” is familiar to people nowadays. It has become an indispensable part of our daily lifejust like the water power and gas as well. Advertising is our main channel of achieving information. Ourlives are filled with all kinds of advertisements. After reviewing the whole development history ofadvertising，we could come to a conclusion that female subjects have covered advertising accounted formore than90percent. At the same time，the appearance frequency of the image of women in advertising ismuch higher than men. The image of women is not only as a commercial symbol but also the representativeof the social and cultural symbols which appear in all kinds of ads，and it even has been regarded as one ofthe most important cultural phenomenon in current society. Designing and Researching the image ofwomen in advertising has also become a necessary part. The emergence of Feminism and theory，changedthe concept of women in our society，brought the ideological liberation of women，and deepened the publicunderstanding of women. Meanwhile it also created new perspectives and driving forces for the designingevolvement. When we re-examine the image of women in advertising，we will find some hidden problemswhich have been neglected for a long term. For example， due to living on the condition of male hegemonyfor a long time as well as the negative effects of traditional gender stereotypes and various of marketbehaviors，the image of women in advertising is showing "stereotypes"、"subordination"、"objectmaterialization "、"commercialization "and "porn" phenomenon. These misreading denied the social valueof the women themselves，which portrayed women as appendages of men or something that is just forassessment and appreciation. This is not just a misreading of social relations between the sexes，moreseriously，it will exacerbate gender inequality.Based on points above，how to improve the image of women in advertising，how to reverse thesituation that men is strong，women is weak and men always dominate women，how to change thephenomenon that various of weakening the image of women maliciously，these questions mean a lot. Soreshaping a beautiful and healthy image of women in advertising has become the key point of this research. Therefore，this article will analyze the exciting misreading and problems on female positioning andinterpretation in modern advertising from the feminist perspective based on feminism theory analysis，inaddition，it will analyze how to position female image in advertising correctly and how to improve themethods and ways of female advertising image design according to the study of causes of excitingproblems. On one hand，we should establish a correct positioning of the Female Image in advertising，sothat it has its own subjectivity. It should be also in accordance with objective facts and interests as well asthe requirements of modern civilization，to avoid overflow of vulgar，false，pornographic in Female image.On the other hand，women image advertising designer should establish a correct concept and innovate inthe design tools and techniques to shape appropriate aesthetic characteristics，high artistic taste，andhealthy、positive and upward image of women in advertising.