Comparative Study Of Male Images On Mainlang China And Taiwan’s TV Advertisement

In this paper, a total of 1173 TV advertising samples were collected from mainland China and Taiwan area.And ads were divided into men ’ s, women ’ s and neutral commodity advertising.By analyzing the characteristics of the characters, the character role and the role relationship between the two regions of the advertising,we can find the male characters in advertisement of male’s, female’s, and neutral product.The reason for the difference of male image in advertising is analyzed, and suggestions for the development of advertising communication between mainland Chuina and Taiwan are proposed.As the mainland China and Taiwan with the same culture,exchanges and cooperation between the two regions having become increasingly frequent, there are a lot of similarities in the image of men between the two regions.However, due to the development of the two regions of the course and the different political forms, the image of men on both regions of the advertising still exist some differences.Men in mainland advertising of male product accounted for dominant position.The image of men presented with confidence, mature and successful people, women in advertising become standard test whether men attractive. In Taiwanese advertisements of men product, men mostly appear with funny interesting imags.And The phenomenon of subversion of the traditional masculine image. In the advertisements of women commercial product, the image of the male emerges mostly with “fresh meat” and public figures.Male appears to be attracted by the female in Taiwan’s. Mainland China’s ads of neutral products are used to use characteristics celebrity, such as Guo Donglin,Wang Baoqiang, Wang Han etc.Male image of Taiwan’s advertisement of neutral commodity are more funny.By summarizing the differences of male image in advertising of mainland China and Taiwan,we can analyse the reason of the difference of the male image in advertising is the different cultural background,socioeconomic and audience of mainland China and Taiwan. But advertising still havs something in common.This has paved the way for the communication and cooperation of advertising between mainland China and Taiwan.Based on the differences of the social culture and consumer groups between mainland China and Taiwan, we can provide suggestions of cooperation in thedevelopment of advertising, to broaden the field of further exchanges between mainland China and Taiwan.