Research On The Change Of Female Image In Advertising In My Country ——Taking Sina Weibo As An Example

Advertising is an important way of information dissemination and exchange in modern society.It reflects the development of current economy,politics,culture and other aspects.The consumption concept of people has changed greatly and values are also affected to a certain extent.In the current product marketing and publicity,its commercial value is self-evident that the female image covers all types of advertisements in the whole industry.Because the characters in advertising change with the social context and have the characteristics of different eras,we can handle the current social development trend,especially the changes in gender status by exploring the female images in different times of the advertisements.In recent years,the development of "she" economy and the display of "she" power have raised women’s awareness of independence.In order to cater to the market,the brand owners have keenly captured the publics attention on gender issues and began to create the theme commodity advertisements from the direction of women’s predicament breakthrough and personal value.Due to the strong advantages of Internet video advertising itself,it has become the priority of marketing for brand owners.Therefore,this paper takes Sina Weibo as the example of Internet platforms and chooses the female images as the research object.Try to use some research methods such as content analysis,case analysis,comparative analysis and so on to go to the image of women in Chinese Internet video advertising in recent years,for which aspects have changed and they are positive or negative? What is the influence for women’s independence consciousness and the changes of women’s roles on the social stage.Compared with the past research on the image of women in advertising,most of them use qualitative research methods to criticize the advertising content for males from the perspective of females.The author tries to use quantitative analysis method to describe objectively the changes that have taken place in the current female images in advertisements,and take the changes and causes as a reference to completee the evolution of female images in Chinese advertisements.This study selected video advertisements from 17 industry categories on the Sina Weibo platform from 2018 to2021,with 75 cases each year,for a total of 300 cases.The author divided these 300 advertisement works into industry classifications,role characteristics,appealing to themes,sentence functions,etc,and then recorded the hot comment responses under the video advertisements for audience feedback analysis.By thie way,the female figures stands in sharp contrast with the previous images in advertising.The study concluded that todays female image in advertising has undergone significant changes,that is,the female image in traditional advertising has been deconstructed and they are developing in a positive direction.The specific embodiment is that the narrative angle of female image in advertising changes from object to subject,the category of advertising industry involved breaks through the limitation of traditional gender concepts,the roles in advertising changes from monotonous to rich,and the aesthetics of appearance is diversified.In addition,the author also analyzes those brands which use women’s topics wrongly in marting and other shortcomings,makes predictions for the development of women’s images in the next stage and suggests in how to improve females self-awareness,gender values and those brands how to avoid wrong use of women’s topics in marting.Although there are still some problems in the image of women in advertisements in our country,but one flaw cannot obscure the splendor of the jade.They follow the course of social development and are being further improved,and the shaping of female has shifted from appearance to emphasis on inner value and the personal growth.After the subjectivity is rationally returned,the characteristics of female images are more three-dimensional,which improves with the development of social and cultural values,and forms a virtuous circle with the mainstream concepts of society.