Author(s)

Ren Jingyi ¹

Affiliation(s)

¹ Sichuan University of Media and Communications, Chengdu, Sichuan, China

Corresponding Author

Ren Jingyi

ABSTRACT

Advertising reflects public perception and culture. This study examines changes in Women's Day advertisements and the symbols they contain to construct a new image of Women's Day advertising. In this era of emphasising gender equality, it is valuable to examine the evolution of Women's Day advertisements and the symbols they use to convey meaning. This can help create a new and improved image of Women's Day advertisements. This is a topic worth exploring. This paper analyses changes in the portrayal of gender and roles in Women's Day advertisements on the Chinese internet from 2013 to 2016. The study finds that recent Women's Day advertisements have shifted from tastelessness to regression in their design, from special to general in the portrayal of main characters, from singularity to plurality in their topics, and from 'both genders' to independent individuals in their propositions. The shift is from the concept of 'gender' to that of 'individual'. Our aim is to offer innovative ideas for future advertisers to promote Women's Day advertisements, as well as a fresh perspective for the study of gender issues in China.

KEYWORDS

Women's Day advertising, female gender, marketing rituals

CITE THIS PAPER

Ren Jingyi, A Study of the Changing Image of Women's Day Advertisements on the Chinese Internet. Media and Communication Research (2024) Vol. 5: 124-128. DOI: http://dx.doi.org/10.23977/mediacr.2024.050218.

REFERENCES

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[2] Zhang YQ, Zhou QA. (2019) From "Women's Day" to "Goddess Day": new discourse, new communication and new narrative. External Communication, (04):58-61.
[3] Chen Peiai. (1999) The development of Chinese advertising theory in the 20th century. Journal of Xiamen University (Philosophy and Social Science Edition), 8-14+124.
[4] James Carey, Ding Wei. (2019) Communication as Culture: Proceedings of Media and Society (Revised Edition), Beijing: Renmin University of China Press, 77
[5] Yingfeng F. (2011) Study on Effects of Ritual in Marketing. Proceedings of the 8th international conference on innovation and management. School of Culture and Law. Wuhan University of Technology, Wuhan, P.R. China.
[6] Liu Yingshi, Song Minamataxin. (2021) Re-ritualisation of Traditional Festivals by E-commerce Companies under the Perspective of Media Rituals--Take Taobao Goddess Festival as an Example. New Media Research, 7(07):54-56.

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