Analysis Of Women’s Use Of Symbols In Chinese Television Commercials

Abstract:With the social and economic development and people’s living standards improved, public acceptance and dependence on media is increasingly strengthened. The mass communication has almost extends to every aspect of live and become an integral part of the daily life. Women who play an important role in society connect with the media. That makes the public medium and the gender forms a close relationship. Media image of gender and gender relations have become a true portrayal of gender division and gender relations in society. Advertising is closed related to people’s life which played an important role in the media. Advertisements appeared a large numbers of the women symbol which not only shows women beautiful image, but also misuse or abuse the women symbol. A survey shows that nearly70%of the main roles should be played by women in television advertising. Especially cleaning supplies and food advertising, almost all the main characters are women. However, while the female symbol in television commercials occupy an important position, but tend to be materialized and visual manifestations of man’s object of desire, or is positioned as a symbol of the weak. That’s the performance of social stereotypes and also reflects the general lack of gender awareness. To investigate this phenomenon not only helps build awareness of gender equality, but also contribute to balanced development of relations between the sexes in society. This article will be divided into four parts to discuss the issue of how the China’s TV commercials use the female symbol. The first part of the concept will define the concept of television advertising and female symbol, and then to analyze the relationship between TV advertising and female symbols. The second part discusses in detail how Chinese television advertising use the female symbols. And then analysis the characteristics of the female symbol used in the TV advertising. The third part of the article will analyzes the problem of the female symbol used in television advertising and find the causes of these problems. The last part of the article will discusses the way to solve the TV ads for women symbol misuse problems.