The Analysis Of Father's Figure In Contemporary Advertising

Father figure is one of the most significant role in the progress of human civilization society.As a cultural symbol,“father ”contains the common cultural connotation of family,society and nation.The evolution of father figure reflects family changes,national identity evolution and individual development.Father,as a core member of a family,his figure transforms from an outsider of kids' life to the partner of them and then ends to be the guarder for the family,exerting profound influence in the children's growth.So,there are important theoretical and realistic significance to research about analysis of father figure.The author selects the systematic advertisements from 2000-2016 IAI Chinese advertisement almanac as research objectives to summarize concrete manifestations and transformation of father figure.Then the author will use content analysis to analyze the scenes of the father's figure in the advertisement,the activities undertaken,and the gender roles played by the father.Further more,fundenmental social reasons of father figure transformation and it's profound influence will also be explored.In the conclusion and discussion section,the author discusses the significance and influence of father ' s figure.Then,this research paper will present advices about the methods used by media to display father figure,and about reasonable transformation path for new father role in modern society,aiming to effect the father or prospective father in real life and help them to play the new role in modern society.