On The Male Images In Contemporary Advertisements From The Perspective Of Gender Anthropology

TV advertisement as a integrated pattern of manifestation is significant in our modern life.It is not just a reflection of socioecnomic trends,but is a direction of socioculture development.The male image in TV advertisement not only reflects the social development,but also shows the variation of aesthetic consciousness.Meanwhile,it can indicate the changes of gender relations and gender consciousness in socio-culture context.This paper takes the male image in TV advertisement as the research object from the viewpoint of gender theory to think about gender and power relations between men and women in modern society and to consider the impact of male image change on traditional culture and how advertising influences men in real world.This paper selects the Great Wall of China International Advertising Awards,which is a representative advertising award in China from 2009 to 2019 as the research blueprint.Firstly,this paper counts and analyzes the data of male image and compares these results with the past data to explore the changes have taken place in the male image of TV advertisements in China in the past ten years.Then it discusses that how the sex images are shaped in advertisements and points out the development trend of male image in the future.Secondly,using the four-element subject model of audience response to analyze the factors that influence the audience’s response to an advertisement and show the meaning of analyzing the target groups.Next,using the questionnaire and interview methods to research the audiences’ perceptions of the changing image of men in TV advertisements in real life.Thirdly,this paper demonstrates that what are the impacts of TV advertisement on the real audience,and it echoes the previous content.Combining with the above analysis,it can be indicated that the male image of contemporary TV advertising and the construction of gender images are breaking out of the original conservative side.The change of male image is more and more accepted by the audience and this change actually displays the variation of “masculinity”.Finally,from the social and ecnomic points of view,the paper states the reasons and meaning of the change of male images in contemporary advertising.And then the author discusses the thinking direction.Hoping this paper can contribute to the equality of men and women in our society and it can inspire men and women to work together to build a harmonious society.