Research On Female Discrimination In Video Advertising And Its Governance

With the continuous development of society,the nature of advertising gradually diversified,video advertising is through a new way to refresh people’s ideas and ideas.However,some video advertisements show discrimination against women by insulting,vilifying and belittling women in the process and content of communication.This paper summarizes and classifies the contents of female discrimination in video advertisements,and explores its causes and economic effects.We should think deeply about how women can be independent in the media platform and how to get rid of discrimination,and whether there is bias in the attitude of we media towards women.At the same time,we should start with theory and empirical research to explore these problems from multiple perspectives.This paper is divided into five parts:the first part introduces the background,purpose and significance of the research on female discrimination,literature review at home and abroad,and the research methods used in this paper,focusing on the overview and research status of female discrimination in video advertising;the second part combines the basic theory of female discrimination,such as gender discrimination,women’s rights,advertising ethics;the third part analyzes the performance of discrimination against women in video ads;The fourth part analyzes the causes of discrimination against women in video ads:feudal traditional concepts,symbolic violence,the difference between men and women’s discourse power,the media’s pursuit of profit and the lack of business ethics,and so on,as well as the impact of such ads;the fifth part analyzes the above research content and results,and proposes to improve and eliminate video advertisements In order to promote the harmonious status of both sexes,improve the image of women and promote the healthy development of the advertising industry.