Analysis on Sexism in Contemporary American Advertisements
thesis statement: Sexism in American advertisements does great harm to society in many aspects; therefore, there must be some ways to eliminate sexism.
Ⅰ. Introduction
Ⅱ. Development of American Contemporary Advertisement
Ⅲ. Sexism in American society
A. Sexism in society
B. Reasons of sexism
Ⅳ. Sexism in American Advertisements
A. Reasons of Sexism in American Advertisements
a. driving by commercial profits
b. women’s sex appeal in advertisements
c. traditional culture and conception
B. Influence of Sexism in American Advertisements
a. solidifying the conception that men are superior to women
b. ignoring women’s contribution to society
c. having bad influence on youngsters
d. misleading the criterion of beauty
C. Ways to Eliminate Sexism in American Advertisements
Ⅴ. Conclusion: It is the time women were treated equally to men in American advertisement.
Abstract: Sexism is very common in daily life. Women are discriminated in language, in career, and in payment. In this paper, sexism in American advertisements will be discussed, and focused on the reason and bad effects of such advertisements.
Key Words: sexism, American advertisement, reason, influence, eliminate
Acknowledgements
This thesis could not have been completed without the time, help, advice and energy of numerous people.
I am extremely indebted to Zhou Shipei, my supervisor, whose academic support and emotional encouragement are helpful for me. I would like to thank him for providing valuable guidance, advice and suggestions, for enlightening me on the subject of Analysis on Sexism in Contemporary American Advertisements, for answering my troublesome questions, for letting me realize that even the slightest mistake is not permissible in paper writing. I am very grateful to his kind and generous help.
I would like to thank my friend, Chen Xiao, for borrowing me books and materials from his library in Xiamen University, for sharing his thesis-writing experience with me. I’d like to thank my classmate, Xu Rongping, for answering my email messages, for handing my typescript in, for all his help.
My special thanks are due to my parents. Their material and spiritual support is the power with which I can go through the toughest moment not only in writing this paper but also in my life.
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