The Changes Of The Male Image In Contemporary Advertising

Entering the21st century, with the rapid development of china’s economic, advertising industry development very quickly, the male image in advertising has changed. This paper will use gender theory and stereotype theory, collecting altogether220advertising case as sample, using content analysis, literature study, the method of comparative analysis to analysis and research on the male image in advertising. And then use these results to study the new development of male image in advertising. According to the statistics we can found that the male image in advertising has some new changes, no longer fixed to show the traditional stereotypes, but to show some new and different male image, including home boy, good family man, and little man, pretty boy. These male image means the male image has developed to the direction of diversification. The reason of male image’s change is social, economic and cultural environment and the women’s movement and the male movement influence, all these factors work together made the change and reflects the reality of society. These new male image in advertising and diversification can promote more equal relations between the sexes. These new male images are a true reflection of real society, and’also show man agrees with the new image. This change will be good for men, and help them relief from the traditional stereotypes, and show different image, and then become a complete and true man. Developed to the direction of diversification is the inevitable developing trend of male image in adverting. At the same time, the characteristics of "gender bisexual" in male image will be more and more obvious, and the male image in advertising will be more close to life, close to the actual.