From The Perspective Of Gender Theory,Masculinity And Cultural Evolution In Film Advertisements In The Mainland,Hongkong And Taiwan(2011-2020)

In September 2021,the Central Propaganda Department and the State Administration of Radio and Television issued a notice,requiring resolutely put an end to deformed aesthetics such as "girls".In the past ten years,the male image in East Asia has clearly shown an aesthetic trend of neutralization and soft beautification.The neutralization of male aesthetics also has an impact on Chinese society.In the 1960 s and 1970 s,Robert Stoller formally introduced the concept of "social gender" to emphasize the role of culture in the construction of gender identity.As one of the industries that has always been at the forefront of the trend of the times,advertising can respond to social and cultural changes in time with its rapidly changing content and advancing form.At the same time,the visual image adopted by video advertising makes the advertising coding more abundant.This research topic conducts content analysis and quantitative statistics on the award-winning video works of the International Advertising Award in the mainland,the Longxi Advertising Award in Hong Kong,and the Golden Calf Advertising Award in Taiwan in the past ten years.The similarities and differences in the changes of male images in local areas and the social and cultural reasons for them.The research shows that the male image in China has changed significantly in the past ten years.The main features are the transition from behind-the-scenes in the family to the front of the curtain,from men who are forgiving to men who admit pressure,and from dominant men to borderline men;men in video advertisements There are three main ways of constructing the image,the male image that is constantly changing through multiple narratives,the male image that is intuitively shaped by appearance and temperament,and the male image projected by advertising stars.Because men on both sides of the Taiwan Strait and the three places share the same traditional Chinese cultural spirit,their basic values are similar,but their specific performance is different,and the emphasis on male images in each region is also different.The main reasons for the differences in male images between the two sides of the Taiwan Strait and the three places are the influence of postmodern culture on China in the process of modernization,the influence of consumerist culture on China,and the influence of individualistic cultural logic on China.The aesthetics of "mother" in East Asia is not only influenced by regional cross-cultural communication represented by Japanese and Korean cultures,but also the result of cultural export to East Asia by cultural hegemons represented by the West in the context of globalization.