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Paper代写:Female images in TV advertisements

2017-09-08 | 来源:51due教员组 | 类别:Paper代写范文

下面为大家整理一篇优秀的paper代写范文- Female images in TV advertisements,供大家参考学习,这篇论文讨论了电视广告中的女性形象。在当今众多的电视广告中,女性出现的频率特别高。可以说,女性形象深得广告人的青睐,电视广告中女性形象的成功运用给广告客户带来了巨大的经济和社会效益。但是由于各种因素的影响,女性形象在电视广告中的运用也有许多不尽如人意之处,需要随着社会进步和各界的共同努力使其日臻完美。

Female image,女性形象,论文代写,essay代写,paper代写

In today's multitudinous television advertisement, the feminine image has won the advertisement person's favor, the successful use of the female image in the television advertisement has brought the huge economic and social benefit to the advertisement customer. However, because of the influence of various factors, the use of female image in TV advertisement also has many unsatisfactory places. This paper expounds the types of female images, the impact on society and the constructive suggestions in the future development, in order to promote the reconstruction and promotion of female images in TV advertisements.

In today's numerous television advertisements, the frequency of women appears particularly high. To this end, the business guru Tompetes quite significantly in his book "The Innovation Cycle" pointed out: "Women are the number one opportunity", it can be said that the female image has won the favor of advertisers, TV ads in the success of the use of women's image has brought huge economic and social benefits to advertisers. However, because of the influence of various factors, the use of female image in TV advertisement also has many unsatisfactory places, which need to be perfected with the progress of society and the joint efforts of all circles.

Advertising creativity, there is a golden rule ―― "3B" principle, namely beautiful, Baby, Beast. From the common psychological factors of mankind, these three people are most likely to inspire emotional fluctuations. But compared with the latter, beauty is more attractive. Temptation produces desire, so, the advertising industry will often take the image of beauty to attract the public eye, and then to stimulate the audience's desire to buy, so that "beauty + commodity = advertising" become a popular practice in the advertising industry.

In this television advertising, advertisers are most enthusiastic about the choice is often those beautiful beauty, their beauty of the face, charm of the body, amorous feelings million kinds of manners in the ads were rendered incisively and vividly. This certainly satisfies the male and even the feminine oneself dazzles the beauty the psychological demand. Therefore, in the television advertisement commodity propaganda implanted this kind of feminine image, often will arouse the audience emotion, makes it easily believed the commodity function and the utility authenticity, thus chooses the blind obedience and the expense. Take a brand underwear advertisement of small s as an example, when the small s in a brand underwear, sexy provocative posture appeared on the television screen, she good-looking stature, unlimited amorous feelings of the audience, at this time how many people deliberately to the idea of the quality of underwear itself, function and effectiveness?

In the TV advertisement, the feminine image of the wife and mother is also often used by advertisers to advertise for the goods, this kind of feminine image often appears in the home product advertisement. Such as kitchen, furniture, medical equipment and other supplies. This type of female image in the advertisement is usually portrayed as a loving mother and wife, they are gentle and thoughtful, both soft shape, and exquisite mind, but also proficient in housework ... This kind of female image is the idol in the public eye, popular.

"There is a home, there is love, there is a European faction" ―― "ou" Furniture of this slogan infinite warmth. Advertising screen, soft music, spacious and bright kitchen, busy but lithe female posture. A home of the image of a wife and a gentle show in the eyes of the audience. This kind of female image in advertisement has close relation with the male Power society in China for thousands of years, male vision to shape women, to meet the psychological and social needs of men, not only want women to be omnipotent, and do not want them to surpass male rights, so the image of the female is inertia defined in the gentle and virtuous identity. On the one hand, this kind of feminine image embodies the ideological concept of "male outside female main body" in Chinese Traditional society, on the other hand, it also shows that in today's society, women's status and value orientation in the voice of gender equality slogan, although progress but not in the bone has been thoroughly improved.

The advertisement also appears a kind of pure sweet feminine image, this kind of feminine image often gives the person a kind of fresh lovable, the bird feeling, will let the human to be born lovingly. In television ads, it is not difficult to see such a picture: "Shang" in exquisite clever sweet girl, cool and type of elite men behind Dimeishunyan and naïve and lovely student-like secretary. Obviously, this kind of feminine image in advertisement is lovable, but still not get rid of "subordinate" and "passive" status.

It is not difficult to see that with the progress of society and People's understanding, the status of women has been greatly improved, can be as public as men, learning, the same work ... But compared with the social status of men, this change has not fundamentally changed women's dependence on men, especially their spiritual dependence. Strong and confident with men the successful advertisement image compares, this kind of pure and sweet feminine image in the television advertisement often is in "the servant" or "loses the language" the condition, satisfies the society to be already long-standing "the male strong female weak" The thought pattern, this certainly indicated some male's big masculine thought still deep-rooted.

In today, although men still dominate, but after all, the era of development, people's thinking has become more and more progress, the slogan of equality between men and women has been a consensus, and gradually into the people's hearts. Therefore, in today's television screen, there is no lack of self-confidence independent, handsome and capable female image, the traditional concept of women and the transformation of social status is a good beginning, although it is relatively immature, but after all, a step, or very gratifying.

Female image itself has many unique advantages, such as soft shape, dignified temperament ... The rational use of female images in advertising can strengthen the audience's cognitive feelings, make them emotional resonance and psychological identification, and then form the value of the advertising commodity identification, and ultimately lead to consumer behavior.

Self-confident, independent and positive new era feminine image is properly used, especially in public service advertisement, it will produce good public cognition and social influence. This kind of female image can play a leading and exemplary role so as to encourage and inspire more women to pay attention to themselves, improve their social status, compete with men and make progress together.

Advertisers in order to attract audiences, will be in television ads with a variety of advertising means through the feminine image of the product rendering, such as feminine face, beautiful posture, such as the rendering is very confusing, will cover or weaken the consumer of the product's substantive concern, lose the original insistence and judgment, Forget the consumption should be the product rather than the appearance of advertising, so in the choice of goods in blind obedience, resulting in irrational consumption, and even form a pattern of consumption.

The intentional rendering of the female appearance by TV advertisement can mislead the audience's aesthetic sense, even the esthetic deviation or distortion, thus ignoring the pursuit and improvement of their inner self-cultivation. "Women for the pleasure of their own capacity," this statement is not justifiable, but if women blindly cater to the needs of some men's aesthetic, it is possible to lose themselves, loss of self-esteem, self-confidence and even self-improvement, and then affect the employment, family and other aspects of the status. In this vicious cycle, the real equality of women and men in social status is difficult to achieve. The beauty of the heart of people have it, the pursuit of the United States should be built on the basis of not pandering.

The old saying goes: he, howl. This fully illustrates the impact of the environment on people. It has a subtle influence on young people who are not physically sound. The deviation of ideology and the expression of gender awareness in TV advertisements will have a negative impact on the ideology of the whole society. Teenagers, whose values and outlook on life are forming, are bound to affect the formation of their values. Society is made up of young people who are growing up and integrated into them, and their incorrect values will have a negative impact on the overall values of society.

To change the subordinate idea of the traditional social female status, we must establish the correct and healthy female image concept. This is to change from the stereotype of traditional thinking, and women themselves need to strengthen the awakening of self-awareness. Women and even the whole society should fully realize that: what is the real, healthy female image of the United States, from the women's self-esteem, self-confidence, self-improvement and other comprehensive aspects to pay attention to, and internal and external repair, rather than just limited and tied in the male culture of the so-called "beauty." Only the whole society's ideological and cultural atmosphere can be improved, in order to put more specific images of women in television ads, while in turn affect and change society.

Business in pursuit of profit-oriented, but in the pursuit of profit at the same time, can not disregard the social impact. As the advertising producer, the broadcast side, in the use of female images should be strictly controlled, as far as possible to avoid the vulgar theme, superficial form of expression, resolutely refused to produce and disseminate sexist ads. Must have the social responsibility, must positively undertake the time heavy duty. Through the shaping of a comprehensive quality of the beauty of the female image, show the new era of women independent self-confidence, healthy positive side.

The audience accepts information with a process of selection, acceptance, and feedback. The message conveyed to television commercials is not entirely acceptable, but rather selective. The purpose of advertising is to affect the audience and produce a certain effect. Therefore, in this process, the audience must have a good self-cultivation, sober mind, objective and impartial judgment, the rejection of gender discrimination and image distortion, to establish a sense of supervision, so as to form information direct or indirect feedback, so that the TV advertising industry towards a green and healthy road development.

In China, the laws and regulations on advertising management are expressly defined: the prohibition of discrimination against women. However, in the specific definition of the law, the actual operation and implementation of the process still exist large loopholes and shortcomings, which makes some advertisers take the opportunity to drill empty. Therefore, the relevant departments of the State should actively improve the relevant laws and regulations, formulate and establish a complete system of advertising media operation, establish and perfect the audience supervision mechanism, and punish the advertising departments who violate the law illegally, thus forming a legal protection authority for women.

The successful use of the female image in the TV advertisement can promote the purpose of promoting the goods or services. Only understand the right and reasonable appreciation and use is a useful advertising campaign. In contemporary times, we should create a "people-oriented" concept of harmony. When the TV advertisement is used to add color to the advertisement, it should build on the health, equality and fashion, embody the humanistic color and humanistic concern, and create the new connotation of the contemporary feminine image.

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