Gender Studies Of CCTV Commercial Advertising

Modern advertising is the product of the late 19th century early 20th century. From it has with its unique value, influence and penetration become the indispensable factors of production, promotion methods, consumer guide, and even power in the modern market economy. It is ubiquitous, and deeply into public life, tangible virtually affects and restricts our life.As rights discourse, advertising has become one of the many rights in modern society, it elaborate created by image, image and slogan and so on the present behavior and ideal mode of life,its a standard. Advertising was floating in every corner of the modern society and affects and restricts the modern people’s life, it decides the value choice of this era, construction in this age of way of life, it also performance and rebuilt the relationship between men and women. Advertising is the perfonnance of the relational schema is about gender gender image rendering. Despite the consciousness of "people-oriented" has more or less presented in our country’s advertisement, but due to the utilitarianism of commercials and ads creators and propagators the reason such as the lack of social responsibility, gender inequality still exists in the transmission. Especially as the leadership of the central television station, more should lead by example, avoid unequal consciousness in both sexes image creation injection. The author studies the sexual gender present problems in the current television advertising, not only is the study of commodity advertisement culture is the study of gender culture. Society is built by men and women, gender culture is an important part of social culture. Therefore, this research is not only beneficial to construct advanced gender culture, has important theoretical and realistic significance.The study on CCTV commercial advertising is used in the empirical research, according to the hypothesis, and on the basis of analysis of the principle of establishing unit symbol series analysis, analysis and statistics of visual symbols in advertising samples. Visual images are the vehicle for advertising, and the importance of disseminating and conveying embedded gender concepts cannot be ignored. Specifically and radically revealing the advertising effects on the subconsciousness of the male hegemony. Advertising is not only the portrayal of real society but it is also the best tool to express power relations. Therefore, if both sexes have failed to achieve equality in reality, then the images in advertising also reflect this. Analysis before the hypothesis is set by the researchers:gender inequality continues to exist in advertising, though not outright and obvious to viewers. In specific analysis, the first step is to set up a classification standard, the character image in advertising, advertising products and three-dimensional narrative, then for each unit of data and analysis of data classification from three different social angles:individual, family, and society. This is achieved according to the concentration on the meaning of the symbols to give uniform transmission bias. Ultimately, the conclusion is more objective and fair, allowing the thesis to be more persuasive, and calls for more people to pay attention to study feminism and gender equality.