Research On Male Image In Female Fashion Magazine Advertisement

With the development of feminism in China,more and more feminists began to fight against the patriarchal society.In the age of mass media,advertising is everywhere in our lives.Feminist criticism of the advertising is mainly focused on female image in the media spread by discrimination,being punished and stereotypes,etc.,and analysis it is concluded that gender pattern in primary and secondary inequalities exist conclusion and that the implicit gender tendency of binary opposition,that is,women in the secondary position is caused by male voice control.Feminists depiction of women in advertising treatment and criticism is a meaning,but the author thinks that these objects and failed to find the proper criticism ignored an important phenomenon,it is that in recent years,in the female supplies advertising in male image as the main object of advertising case not growing phenomenon.This can’t help letting us of feminist criticism of the advertising have some doubt,these critical voices for fashion spread constructed in recent years the traditional gender concept of"urban new male group" what explanation?What is the explanation of the "American economy" and "men’s consumption" of media in recent years?There is no reasonable explanation for the above phenomena in feminist advertising criticism here,so we need to find new critical dimensions to re-examine the present situation.The author thinks that,if the commercial society is not limited to advertising in the media into the capital operation mechanism of the whole society,in a more comprehensive causal relationship(that is,the profit is the first appeal and productivity)to grasp the business social media for men and women in the manipulation of the image processing and consumption for male and female body,so we may really be found critical"bull ’s-eye",also said to be able to appeal confused to make a reasonable explanation.So this article attempts from the perspective of consumerism,and how to use the theory of feminism advertising criticism of commonly used concepts,evaluation index,with a large number of female audience of Harper’s bazaar women’s fashion magazine advertising in male image analysis,to explore the modern ads are how to guide the audience of the male image in advertising spending,then analyze the male characters in the modern advertising behind the consumption of social economy,culture,ethics and the mass media factors such as social factors.The ultimate aim of the study is to demonstrate that men and women have similar fate in today’s consumer society.