Comparison Of Feminist Flim And Television Advertisements Between China And The West From The Perspective Of Narratology

Usually the female images in advertisements are mostly rigid and single.They are materialized and stereotyped.They are not the image of “care for the good wife and good mother of the whole family”.They are the images of beautiful women who are dressed up to attract the opposite sex.These stereotypes appear as female images in the media.Especially since the emergence of women in advertising,it has always existed and is deeply rooted in the hearts of the people.When feminism and media criticism are combined,the stereotyped female image has always been the focus of feminist media criticism.The emergence and development of feminist movements have made women begin to pay attention to their own situation and actively strive for their own rights.Therefore,this stereotyped female image has begun to be resentful and criticized by more and more women in the media.On the one hand,with the improvement of women's spending power and social status,new women with economic independence have become an important consumer group that the market cannot ignore.Especially for brands that run female products,if they want to win female consumers,they must first get their good feelings and attention,and thus advertising and feminism will cooperate.These feminist advertisements resist the traditional aesthetic concepts of society,break away from the fixed images imposed on women,try to break the stereotype of women,and convey the affirmation and encouragement of women through a diversified real female image.This paper is to take the film and television advertisements in feminist advertisements as the research object,analyze the Chinese and Western feminist film and television advertisements from the perspective of narratology,and further compare the Chinese and Western feminist film and television advertisements by analyzing the narrative content of Chinese and Western feminist film and television advertisements.The similarities and differences,and explore the reasons for the differences between the two.The first chapter mainly introduces the research background,research significance and purpose,research problems and research methods of this paper.In addition,it will review the existing literatures of relevant theories involved in the paper.The second chapter mainly introduces the related concepts involved in feminist advertising,the female image in advertising,the development of feminist advertising and the dissemination effect of feminist advertising.The third chapter and the fourth chapter analyze the Chinese and Western women from the perspective of narratology.The content of the film and television advertisements,including narrative themes,narrative voices,and characters.Based on the analysis of the first two chapters,the fifth chapter compares the Chinese and Western feminist film and television advertisements,summarizes the similarities and differences between the two,and explores the reasons for the differences.Through research,it is found that among the 39 advertisement samples selected in 2013-2018,there are similarities and differences between Chinese and Western feminist film and television advertisements.The two have differences in narrative themes,characters,and narrative voices.For example,Western feminist film and television advertisements tend to promote individualistic values in narratives.They encourage women to pursue themselves,pursue independence,and realize personal values.The female roles in advertising are independent of the family,the workplace,etc.,while China's Feminist film and television advertisements tend to promote collectivist values,and female characters in advertisements still appear with collective identity labels such as mothers and daughters.Except for the differences,there are similarities between the two.The narrative themes are more and more diversified.The female images in the advertisements are diversified,and the narrative content is storytelled.Although the two are different in expression,both are committed to showing a more independent and courageous female image.