Research On The Changes Of Mother Image In Commercial Advertising Communication

In the research of advertising,the image of mother is mainly mentioned as a branch of female image,and the number is scarce.Therefore,based on training theory and gender theory,this study uses content analysis and text analysis to analyze the image of mother in commercial film and television advertisements of China Great Wall Award from 2000 to 2020 from five dimensions:age level,occupation composition,story scene,consumer category and role importance,In order to systematically investigate the changing track and motivation of mother image in commercial advertising.The results show that there is no significant change in the age level and occupational composition of mothers in commercial advertisements from 2000 to 2020:young women have dominated the image of mothers in commercial advertisements for a long time,and social occupations have not been paid enough attention to in the construction of the image of mothers in commercial advertisements.In contrast,the story scene,consumer category and role importance of mother image in commercial advertisements have changed significantly:on the one hand,commercial advertisements are no longer confined to specific scenes when shaping mother image,but tend to implant it into different story scenes;On the other hand,the presentation frequency of mother image in "high involvement-emotional type" and "lowinvolvement emotional type" commercial advertisements has experienced great changes;Among them,the proportion of mother as the main role of commercial advertising continues to increase,while the proportion of mother as the role of background board continues to decline.At the same time,through the cross analysis of the importance of the role of mother in commercial advertising and its age level,occupation composition,story scene and consumer category,the research data show that in the age level dimension,the image of elderly mother with the protagonist achieved a breakthrough from nothing to something in 2000;In terms of career composition,although commercial advertisements have gradually constructed some occupations with low attention as protagonists since 2011,they have not paid attention to artistic and research occupations;In the story scene dimension,more and more mother images occupy the leading role in public scenes,but they are still often constructed as traditional mother images around children or busy for the family;Finally,in the consumer category dimension,the mother’s "background participation" in the "high-involvement cognitive" commercial advertisement has been preliminarily improved,and the "highinvolvement emotional" commercial advertisement finally broke the dilemma that no mother image was constructed as the protagonist in 2016.Finally,based on the overall change path and specific characteristics,using gender theory,this study analyzes the motivation behind the change from the dimensions of economy,culture,national policies and advertising itself,and puts forward some suggestions on how to balance the mother image of all ages and build a diversified social career Strategies and suggestions on deepening the construction level of omnipotent mother and creating the internal connection between mother image and product value.