The Discipline Of Female Lingerie Advertisement On Female Body In Power

With the development of media technology, the female underwear advertisements have become a good climate which rooted in the major media, appearing in front of the public. The female underwear industry is predicted to be one of the most promising industries in the future. In the1990s, our country has entered the consumer society gradually. The female’s choice of underwear is no longer just consider its practical value or health care function, but more and more into account in addition to the symbolic value.However, there is little literature and information of the female underwear advertisements in our academic circles. At the most time, we study the perspective of female underwear brand and female underwear consumption psychology, rarely study the nature of the female underwear advertisements—the female body of discipline problems.Therefore, I would like to present female underwear advertising in the media as the background, exploring how female underwear advertisement implementation of discipline of the female body from micro power, such as physical presence, desire and the female image. It includes the psychological mechanism of how to attract the female consumers, how to change the female’s consumption concept and how to make the concept internalize and practice.The biggest innovation of this paper is to apply a lot of academic theory to discuss the female underwear ads effect on the female body discipline from consumer society, the micro power, physical presence and gender theory. From the academic point of view, women are always in a passive position in the patriarchal society. The female body is a projection of male desire and always be "gazed". Finally, the paper demonstrates that the female underwear ads are the discipline of female body by the consumer society and the patriarchal society to achieve the merchant capital purpose.The overall idea of this paper is take the power view as the research background and the current female underwear advertisements as the research object. Firstly, I study on the history of the female underwear, investigate Chinese and western cultural characteristics of the female underwear, and understand of the history of the female body of discipline. Secondly, I discuss the female body discipline around the topic that is "female underwear ads on the female body discipline", and meticulous analysis from the female underwear ads and body present, desire to production and the construction of the female image.In the first part of my paper, it is the analysis of female underwear culture, thus expands to the discussion of the development history of female underwear, Chinese and western cultural characteristics of female underwear and cultural foundation. You can even see the relationship between female underwear and the body:ruler and ruled, gazing and being gazed. Then, it mainly discusses the female underwear ads and the presence of body. The female underwear ads aims at a concept that is only some brand underwear can help woman to be successful. Until the concept into the women’s self-consciousness, women began to take the initiative to pay more attention to their private decorate. In the patriarchal society, women’s body through underwear is present. The female underwear is just a staring symbol. In consumer society, the female underwear ads for women to see their shape defects then make them to buy. This is an endless discipline and punishment. Next, it examines the female underwear ads on the female body discipline from the production perspective of desire. It is manly demonstrating that the female underwear ads will give women a strong sense of gender. The genders characteristics of women always remind yourself are woman and should have a beautiful body and face. Only to reach the standard or you will be edged. This is the discipline of gender. In the last part, it studies the feminine image type construction in the female underwear ads. Different female underwear ads convey different value and create different female image. This chapter takes "Victoria’s secret" as an example to discuss how to make a topic to attract people eyes around the world, how to make women to become a sex symbol of independent aesthetic value, and how to transfer the goods’"symbol value" by visual media and symbol operation. Actually, this is the specific means and practice process for the female body discipline.