Gender and the Media

The Semiotic Interpretation of Femal Imagine in Television Advertisement

Xie WanRuo
College of Literature and News, Sichuan University, Chengdu 610064, China
Journal of Changchun Teachers College 2008-7

Abstract:Although the feminist movement has lasted for more than 20 years, the gender stereotypes in television advertisements has not weakened, and the female image in television advertisements has still been located as housewife, the foil of male or the ornamental object. This phenomenon can be interpreted from semiotics:the female symbol in television advertisements endow the femal with racial stereotypes on the implication level in semiosis. The persons who coding and decoding also have certain influence on the formation of this image. Semiotic connotation generates women’s traditional imagine.
Keywords:semiotics, female image in television advertisements, implication, ideology

Paper type:Published