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The absence of women's discourse power in public advertising

论文作者:www.51lunwen.org论文属性:课程作业 Coursework登出时间:2012-11-05编辑:anne点击率:4917

论文字数:2826论文编号:org201210231006377621语种:英语 English地区:英国价格:$ 33

关键词:public advertisingcultural communicationmedia

摘要:Advertising, as a very effective way in modern commercial society promotion, becomes more and more flavored by advertisers and vendors.

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

References

Baldwin, C. (1999). Sexualized imagery as power in advertising: the development of self efficacy in young women. Visurrl Communication Quarterly, 6, pp.3-7.
Cook, G. (1992). The discourse of advertising. Routledge.
Hoijer, B. (2004). The discourse of global compassion: the audience and media reporting of human suffering. Media Culture Society, 26(4), pp.513-531.
Elliott, R., Jones, A., Benfield, A. and Barlow, M. (1995). Overt sexuality in advertising: a discourse analysis of gender response. Journal of Consumer Policy, 18(2-3), pp.187-217.
Ferrante, C.L., Haynes, A.M. and Kingsley, S.M. (1988). Image of women in television advertising. Journal of Broadcasting & Electronic Media, 32(2), pp.231-237.
Kates, S.M. and Shaw-Garlock, G. (1999). The ever entangling web: a study of ideologies and discourses in advertising to women. Journal of Advertising, 28(2), pp.33-49.
Lazier-Smith, L. (1989). Advertising: women’s place and image. Women in Mass Communication: Challenging Gender.
Liu, R.F. (2006). Women with media research in China. Academic in China, 2, pp.257-261.
Li, X.H. and Lei, M. (2010). Study on the Marginalization of Female Discourse Power. Cross-Cultural Communication, 6(1), pp.47-55.
Moulding, N. and Hepworth, J. (2001). Understanding body image disturbance in the promotion of mental health: a discourse analytic study. Journal of Community & Applied Social Psychology, 11(论文英语论文网提供整理,提供论文代写英语论文代写代写论文代写英语论文代写留学生论文代写英文论文留学生论文代写相关核心关键词搜索。

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