Construction Of Women: Research On Female’s Body Image In Perfume Video Advertisements

This paper is based on perfume video advertisements for research samples.The content of this study is the presentation and cultural significance of women’s bodies shown in advertisements.This study analyzes female bodies from four perspectives.First of all,it’s the most intuitive that female bodies are beautiful.The bodies are used as sexual desire with kitsch means,and created the naked effect for adding charm.The second perspective is the female bodies are shaped as the object to be viewed,which structure is the same as goods.In perfume advertisements,women are seen with three kinds of viewpoints.They are subjective shot,close-up shot and mirror reflection respectively.It is mainly female viewers who watch the advertisements.The women in the perfume advertisements can affect audiences directly.They are subjected to self-scrutiny,the monitoring and discipline of the public pressed on them.The female bodies can satisty the viewers’ visual pleasure when they are viewed.At the same time,they are willing to be viewed.On the one hand,viewed women can express themselves to others.On the other hand,women can recognize some social culture by the way of watching,such as fashional information.The third perspective of this study is women’s bodies viewed as commodity are showed in the advertisements,whit the cultural background of consumption.The fragmented bodies in the advertisements symbolize the present of women.Some women stars and supermodels have become a consumer idol who guides the public consumption,showing their consumption behavior and lifestyle.These phenomena are the results of male culture and consumer culture.With the influence of feminist culture,the female media images have changed.New images are gradually appearing in perfume advertisements,which is the fourth perspective of this paper.They own independent awareness,high social status,subjectivity in society with pursuing value of life.From another angle,the female bodies still run the risk of being alienated.As the mass media,advertisements should respect women as the existence of individual life,guiding the public to get rid of women’s stereotypes,shaping diversified women’s image and focusing on expressing women’s personality quality and spiritual pursuit.