1. Introduction
In a large number of ads, its subject is often the young, beautiful women. advertising is a commercial promotion, also a means of cultural communication, however, advertising in shaping the women’s image there exists some errors (Cook, 1992). Male-based nature of visual culture is to put men and women into the model of ‘see’ and ‘seen’, this model not only makes the women become the aesthetic object, ornamental object in eyes of men, but also becomes a projection of male desire. The most outstanding performance of this model is the lack of women's discourse power. Based on the important role of advertising to promote awareness of society, only to stress and increase the position of the women's discourse power in ads can improve people's understanding of women.
This article aims to study the absence of women's discourse power in public advertising. In order to achieve this aim, this research chooses the women's discourse power in public advertising as the research sample, and uses the qualitative method to conduct the comprehensive analysis, and some cases have been discussed for the in-depth description of the particular situation. In the end of the research, three academic debates including the audiences, hegemony, and news values have been referred to conduct the critical reflection for the reasons, and some recommendations are proposed to reduce the absence of women's discourse power in public advertising.
Table of Contents
1. Introduction 3
2. Occasions of the appearance of women’s image in advertising 4
3. Performance of women’s image in contemporary advertising 5
4. Reasons for the lack of women’s discourse in advertising 5
4.1 From the perspective of audiences 5
4.2 From the perspective of hegemony 6
4.3 From the perspective of news values 8
5. Conclusion and recommendations 9
References 11
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