The Discursive Construction Of Female Image In TV Advertising

This paper studies the TV advertising discourse from the perspective of critical discourse analysis by using case analysis method,and discusses the female image constructed in advertising.The paper aims to reveal gender discrimination and hidden ideology in advertising and thus help achieve gender equality.This paper takes Fairclough’s three-dimensional analysis model as the theoretical framework and focuses on the theme of female image constructed in TV commercials from three levels: text level,discursive practice level and social practice level.From text level,this thesis studies the vocabulary selection,transitivity process and presupposition in advertising.At the level of discursive practice,four types of female images in advertisements are summarized.Social practice reveals the underlying ideological and gender discrimination in advertising.Through the research,the following conclusions are drawn: First,at the text level,women pay much attention to appearance,which is emotional.Second,in terms of discursive practice,women are often stereotyped as male dependents,subordinate or as an embellishment of products.Third,in terms of social practice,it reveals that the root of advertising gender discrimination is that traditional historical and cultural concepts play a leading role.At the same time,it pointed out that advertising discourse affects our values.To some extent,eliminating gender discrimination in advertising plays a crucial role in building a harmonious society of gender equality.