Author(s)

Sun yu ¹

Affiliation(s)

¹ Kunming College of the Art, Yunnan, Kunming, China

Corresponding Author

ABSTRACT

As an important way of information dissemination, advertising has an obvious guiding role for the audience, especially the shaping of female images in advertisements, which directly affects people's evaluation of women. The cultural variation of media consumerism and the change of women's consumption behavior in China promote the development of women's luxury advertisements. On the contrary, the development of women's luxury advertisements also contributes to the spread of consumerism culture. According to the analysis, western advertisements in Chinese magazines are mainly luxury advertisements, and individualism and modernism dominate the advertisements. To some extent, the gender of consumers affects the value orientation and appeal mode of advertisements. In feminist advertising works, the shaping of female images becomes the key factor, and it is the most important thing to convey the affirmation and empowerment of female groups through diversified real female images. From the correct positioning of female image, we should get rid of traditional ideas and shape social reality; Remove the confinement of both sexes and reflect women's autonomy; Meet the requirements of modern socialist civilization. Based on the feminist theoretical analysis, this paper will analyze the deviations and problems in the positioning and interpretation of women in modern advertisements from the feminist perspective.

KEYWORDS

CITE THIS PAPER

Sun Yu, Feminist Values in Luxury Advertisements. Art and Performance Letters (2022) Vol. 3: 96-100. DOI: http://dx.doi.org/10.23977/artpl.2022.030120.

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