How Advertising Promotes Harmful Gender Stereotypes in China? - Critical Discourse Analysis of Fuyanjie's and Ubras' Advertising

Abstract

As society progresses and develops, women's rights are increasing, but gender stereotypes are still a significant problem in society today. Harmful gender stereotypes are highlighted by the male gaze, which is the legacy of a patriarchal society. The male gaze inadvertently induces and disciplines women, which is a kind of objectification of women. In this paper, advertisements of Ubras and Fuyanjie are used as samples to analyze the psychological mechanisms of advertising harmful gender stereotypes and the underlying patriarchal logic in China. Plus, the authors also analyzed the adverse effects of such advertising on different age groups in society, especially women. Finally, the authors provide advice on alleviating the baneful effects of harmful gender stereotypes from two levels: authority and individual. Critical discourse analysis is used as the main methodology. The purpose is to keep women appropriately alert in this information age and to guide them to form a correct view of the body, aesthetics and values.