Author(s)

Yu Liang

Corresponding Author

Yu Liang

Abstract

As the market for consumer goods continues to diversify, the image of men in advertisements is becoming more and more diverse. China Central Television (CCTV), as an important public opinion propaganda field in China, it is of great significance to study the changes of male images in its family-based public service advertisements. In this paper, a quantitative content analysis approach is used to study CCTV's family-type public service advertisements from 2010 to 2017 using framework theory as a perspective. The study has found that the overall difference in male image portrayal in this type of advertisements is relatively small, showing a trend of change in both the external and internal images. Among them, there is a softening of the external image of men, and as the years go by, it has appeared to be the reduction of male dominance and the diversification of appearance, in part in response to feminist expectations of male roles; the internal image of men is relatively traditional and conservative, and they remain in an active role in the family environment, which to some extent leads to a homogenization of the way men are perceived by the public.

Keywords

Public Service Advertisements; Male Image; CCTV