Multimodal Critical Discourse Analysis of the Evolution of Female Representation in Advertising

Rui Wang

doi:10.54097/pqjhg281

Authors

Rui Wang

DOI:

https://doi.org/10.54097/pqjhg281

Keywords:

Multimodal Discourse Analysis, Gender Discrimination, Female Representation, Advertising

Abstract

This study examines the evolution of female representation in Chinese advertising, focusing on the shared characteristics of female images across different types of advertisements. Utilizing a multimodal discourse analysis framework, the study explores the distinctive features and transformations of female representation in Chinese advertisements. From a critical discourse perspective, it scrutinizes gender discrimination embedded in advertising discourse and seeks to eliminate bias and discrimination against women in advertising representations. Furthermore, the study investigates how the shaping of female images in advertising has evolved with the development of the internet, highlighting its role in promoting gender equality awareness within the advertising industry.

Downloads

Download data is not yet available.

References

[1] Xiang Qiang. Multimodal Discourse Analysis: Theoretical Models and Its Methodological Significance in Cross-Media Cultural Communication Research [J]. Journal of Wuhan University (Humanities and Social Sciences Edition), 2017(6): 126-134.

[2] Liu Dianhong, Xia Shang. A Study on the Representation of Female Images in Chinese Television Advertising [J]. Journalism & Communication Research, 1997,(01): 45-58+96.

[3] Zhao Sihui. Research on the Changes in Female Advertising Images from the Perspective of Consumerism [D]. Jiangxi University of Finance and Economics, 2022.

[4] Feng Mengyuan. A Study on the Changes in Female Image Representation in Chinese Advertisements Over the Past Decade [D]. Hainan Normal University, 2019.

[5] He Dan, Cui Huihui. An Analysis of the Evolution and Implicit Meanings of Female Representations in Advertising [J]. Journal of News Research and Guidance, 2018,9(03): 232+234.

[6] Liu Shuting. The Evolution of Female Representations in Commercial Advertising [J]. Journal of Jilin Normal University (Social Science Edition), 2014,35(S2): 87-90.

[7] Wang Ting. The Influence of Post-Feminism on the Evolution and Creativity of Female Images in Advertising [J]. Journal of Xibu (Theoretical Edition), 2011,(10): 107-108.

[8] Gao Nuan, Chen Zhuo. The Evolution of Female Representations in Advertising [J]. World of Journalism, 2010, (11): 123-124.

[9] Wang Dan. A Study on the Evolution of Female Representations in Print Advertising (1990-2000) [J]. China Advertising, 2002,(03): 42-45.

[10] Zhang Yanlü. An Integrated Theoretical Framework for Multimodal Discourse Analysis [J]. Chinese Foreign Languages, 2009, 6(1): 24-30.

[11] Lin Yong. Multimodal Critical Discourse Analysis: Theoretical Exploration, Methodological Considerations, and Future Prospects [J]. Journal of PLA Foreign Languages Institute, 2019, 42(5): 31-39.

[12] DOROTHY E. S. Texts, Facts and Femininity: Exploring the Relations of Ruling [M]. London: Routledge, 1990: 163.

[13] Ringrow H. Book review: David Machin and Andrea Mayr, How to Do Critical Discourse Analysis: A Multimodal Introduction [J]. Discourse & Society, 2024, 25(2): 284-286.