Rethinking And Restructuring Of Chinese Feminist Advertising Criticism

As the ideological enlightenment and the awakening of humanity, female as a group began to receive more attention, and in an age of advertising increasingly developed, the image of women in advertising text occupies the majority position, even become social and cultural symbols. The relationship between women and advertising has become a research subject of numerous experts and scholars, especially feminists began deeply researching women’s image in advertising, thus formed the feminist view of advertising criticism. This article systematically combed the development of the western feminist theory、feminist advertising criticism development, and thus comprehensive analysis and reflection of Chinese feminist criticism of the three main points and their two bias. At end of the article, mainly discusses how to reconstruct Chinese feminist criticism view advertising and put forward three refactoring point: men and women’s gender consciousness, Return to a correct understanding of nature and equality relationship and face women’s own existence value; Equilibrium complementarities between men and women, from the differences to the gender Angle of view new fusion to enlarge their respective characteristics of dynamic change; Female image and advertising effectiveness, cater to consumer demand must be the objective existence and advertising effect to enlarge, trying to reconstruct the Chinese feminist advertising criticism, reposition the intension of the female image in advertising, offer a new perspective for more rational, comprehensive and objective view both sexes image in advertising, give a positive significance of rich Chinese feminist advertising criticism.