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Visual Analysis of Female Images in Advertisements --Taking Advertisements in the Republic of China as Examples
- 1 King’s College London
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Abstract
The period of the Republic of China is an important period in Chinese history. It started from the 1911 Revolution when the Republic of China was established and continued until the founding of the People’s Republic of China in 1949. During this period, although there were some efforts to improve the status of women, the status of women was not fully improved and was still limited by many traditional concepts and social structures. In the early years of the Republic of China, advertising flourished in China. At that time many advertisements used images of women Especially, when female images appear in some commercial advertising, they may contain some stereotypes of women. In addition, the female characters in these advertisements will subtly shape or define women in society. This article will collect typical commercial advertisements of the Republic of China that contain female images in China and interpret these advertisements from two levels composition and image expression. Moreover, this paper finds that when advertisements were popular in the Republic of China, the image of women in domestic advertisements have a positive image of independent women and a negative image of women as a vulnerable group appeared. The research on the images of women in the advertisements of the Republic of China is conducive to a comprehensive exploration of the factors that caused the images of Chinese women in society during this period and the impact of these images of women on society.
Keywords
feminism, Republic of China, female image
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Cite this article
Zhang,S. (2023). Visual Analysis of Female Images in Advertisements --Taking Advertisements in the Republic of China as Examples. Communications in Humanities Research,13,45-53.
Data availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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Volume title: Proceedings of the International Conference on Global Politics and Socio-Humanities
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