Strategies for Constructing Female Advertising Images: A Study Based on 10 Commercial Short Films

Yitian  Zeng

doi:10.54691/rgpg4w22

Authors

Yitian Zeng

DOI:

https://doi.org/10.54691/rgpg4w22

Keywords:

Female advertising; image construction; advertising image.

Abstract

With the development of deep mediaization, short videos subtly shape audience cognition, and the female images in advertisements also influence consumers' perceptions of women. Female consumption has sparked various social hot topics. By studying the construction of female images in advertisements and analyzing advertising promotion from a gender perspective, we can reassess the portrayal of gender images in advertisements. This helps us better understand how symbolic meanings in a society of spectacle bind consumers. This paper aims to promote the construction of female advertising images by exploring the patterns of female image creation in advertisements and their impact on consumers.

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