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

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.