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An Analysis of Women Images in Japanese TV Commercials of 2006 |
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Women images in advertisements have always been a very important part of advertising culture and have always been a popular topic in the media analysis in China in the past years. The advertising industry has been criticized for sexual disc
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Submitted On: 04-01-2010 | Views:
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Women images in advertisements have always been a very important part of advertising culture and have always been a popular topic in the media analysis in China in the past years. The advertising industry has been criticized for sexual discrimination against women.This thesis concentrates on women images in TV advertisements in Japan, which enjoys the similar historical and cultural linkage with China. The writer tries to discuss this feminist topic from a communicative perspective and that of TV commercial production industry based on the writer's actual working experience in a major TV commercial production company in Japan.By turning to a content analysis of 140 TV commercials on air in Japan in the year of 2006, the thesis analyzes gender stereotypes rooted in women images of Japanese TV commercials and then clusters them into three major images,which are the changing images of housewives, the popular female icons and the independent single women. Taking into consideration the actual Japanese women development since the World WarⅡand social consumption structure in Japan, the thesis makes further analysis in terms of images, ideas and aesthetics.Besides content analysis, the writer also uses case study and personal interviews. The case study focuses on the Tsubaki TV commercial of Shiseido, which demonstrates how a TV commercial is in possession of both successful women image in art and high yield in business. The personal interview with the experienced Japanese producer, Mr. Shiraishi Takanobu, further develops the topic from the point of views of a male TVC producer, an advertiser and an ordinary consumer.To wind up, the thesis concludes: (1) the extent of gender stereotypes in the Japanese TV commercials in 2006 is obviously weakened, as compared with the similar studies 10 years ago; (2) Japanese TV advertising focuses more on humans than on products and keeps the essence of the traditional national culture instead of just mechanically copying Western style, a practice for Chinese counterparts to learn from; (3) women images in advertisements are from real life, therefore, all the problems and conflicts reflected in the TV commercials also exist in the reality. It might be unfair to put all the blames of women discrimination on the advertising industry; (4) Finally, as a tool of business communication, males and females should be treated differently in TV commercials instead of sticking to the absolute sexual equality in terms of political rights. While more mature and well-defined women images in advertisements are advocated and encouraged, it is also necessary to avoid the ultra-feminism.
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http://latest-finance-articles.com/Trade/An-Analysis-of-Women-Images-in-Japanese-TV-Commercials-of-2006-725.html
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