The Transmutation Of Female Advertising Image In The Age Of "She-conomy"

Female image as one of the important elements of “3B” principle in the advertising industry,has received extensive attention in advertising marketing in all walks of life,whether it is divided into women fields in the traditional sense of cosmetics,clothing,etc.,or those industries which are mainly attracted to male consumer groups,such as cars,electronics and high-tech products.The final decision makers who depict the female images in the advertisement are the advertisers,who plan and create according to the factors such as the market and social demand at that time.Therefore,through each stage of female advertising images can be a peek out of the current social atmosphere,ideological openness,gender status and portrait.With the development of Internet technology and the rapid development of modern economy and civilization,consumption ability and the rising status of women,China has emerged “She-conomy”,and advertisers in order to seek the support of the female consumer groups,adjusted the old female image.Therefore female advertisement image of new changes have taken place:instead of the original focus on depicting the representation of “women”,new image choose to pay more attention to inner value and personal growth on diversification.In this paper,by analyzing the early 19 th century-the early 21 st century female image of traditional advertising,on the basis of “The IAI Chinese Advertisements Yearbook” from 2007 to 2018,compared to draw since 2007 “She-conomy” era background of the new female image changes: asexuality,the pursuit of career and family balance,diversification of aesthetic and the pursuit of independent personality.