A Comparative Study Of Advertising Gender In The Republic Of China

In the 1840s,under the influence of a series of material civilization and modern ideas,Shanghai became one of the most prosperous cities,and became an international metropolis in the 1930s."Liangyou"Illustrated was born in this environment.It has become a representative commercial medium in the history of our country.The image of both sexes in the advertisement of this magazine is influenced by the special political,economic and cultural environment at that time,and presents the characteristics of this era.According to the previous research on the gender image in the "Liangyou" pictorial advertisement,it is mainly concentrated in the female image,but neglects the male image research.This paper will take the image analysis as the main means.This paper makes a comparative study of the male image and the female image in the advertisement of the journal,and discusses how the magazine presents the image of both sexes under the complex social background of the Republic of China,what are the differences between the two,and the reasons behind these differences.From the results of the study,although various thoughts and cultures collided with each other during the period of the Republic of China,the traditional gender culture occupies the mainstream position in advertising,and the concept of"men are superior to women" will be internalized in the image of both sexes.There are a large number of stereotypes in gender images,and these stereotypes will affect the public for a long time and imperceptibly,resulting in the unconscious state of gender inequality in the media.Although some"new"gender images have appeared in the"Liangyou"pictorial advertisement,they are still in a marginal position.