Gender and the Media

China's TV Ad in the Role of Women

Jin LiNa
Media College of Changchun Normal University, Changchun 130032, China
Journal of Changchun Normal University(Humanities and Social Sciences) 2009-7

Abstract:At present, with social and cultural development, China’s TV ad has appeared some independent, self-confidence and beautiful image of the modern women. However, there are still lots of phenomenon that oppressing female discrimination. This article analyzes the reasons and appeal for social duty in current television advertisements in shaping the role of women.
Keywords:advertising, women, role, television media, mass function, social responsibility

Paper type:Published