Discourse Analysis on the Changing Portray of Female Image in Advertisements

Abstract

As a kind of ubiquitous communicating carrier and a strategic public discourse, advertising is supposed to manipulate consumers through the representations of belief, attitudes, dominance, etc., in discourse. The paper makes an attempt to gain insight into how the varieties of female images created in advertising in different era reproduce, restructure and challenge the social practice from critical discourse analysis (CDA) perspective, in hopes of understanding the hidden ideology in advertising discourse and providing the public a different method to interpret the social identity of women.