Research On The Performance Of Male "Feminization" In Contemporary Advertising

With the emergence of the male images of “niang” and “yin rou”in the TV show,and attracting a large number of young people,this phenomenon has gradually spread to the advertising field,bringing the male “feminization” to the viewers.The visual experience provides a new form of expression for the interpretation of gender relations in advertising.As an important medium that can effectively capture the concept of contemporary society,the expression of the concept has the advantage of flexibility and change under the application of shooting techniques and the expression of advertising language.This paper firstly combs the theoretical basis of this phenomenon,and regards the development of gender temperament as the analysis and intervention point of the male“feminization”performance in advertising,the development of feminist theory is deepening,the promotion of female status and independence is feminine The strengthening provides the possibility,which affects the male temperament of the self review,the mobility and diversified development of gender temperament,and provides conceptual support for the weakening of masculinity.Taking Judith butler's theory of gender performance as the methodology to describe the dressing and physical performance of men and women in the process of gender shooting in the context of gender performance,and gives new connotation to the male“feminization”in contemporary advertising with the concept of performance.Secondly,by tracing the historical process of the male“feminization”,the reinterpretation based on the contemporary background is obtained.Based on this,Through the analysis of specific images,the different expression techniques and visual features of the male“feminization" in advertisements are sorted out.Finally,This paper analyzes the communication value of the male "feminization" in advertisements,summarizes the communication effect from three aspects of enriching artistic expression,enhancing brand cognition and Evoking emotional resonance,and also provides reference for the diversification of individual images of advertisements and the harmonization of gender images.In the context of advertising,male “feminization” breaks away from the frame of social image,and brings new possibilities for the interpretation of male image in advertising with its unique performance form and connotation.