Female Image in Chinese TV Advertisement from the Perspective of Gender Theory
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Based on the perspective of gender theory, this paper analyzes the types of female images in TV commercials, the reasons for their formation and their impact on society. The study found that the female images in TV advertisements have made a breakthrough with the improvement of women’s social status, but it still has to maintain the male mainstream consciousness of the society either openly or covertly, and scrutinize and judge women from a high position.
Gender, Television advertisement, Female image