商业广告中性别差异的批评性话语分析

PAGE商业广告中性别差异的批评性话语分析CRITICALDISCOURSEANALYSISOFGENDERDIFFERENCESINCOMMERCIALADVERTISEMENTApril,2020CriticalDiscourseAnalysisofGenderDifferencesinCommercialAdvertisementAbstract:Asawayofinformationdissemination,commercialadvertisementshaveaprofoundimpactonpeople'ssocialideology.Atpresent,thestudyofgenderdifferencesinadvertisinglanguagemostlystaysonthelevelofanalyzingthelanguageitselfandmainlyadoptsthecontentanalysismethod,andfewstudiesaredonefromtheperspectiveofcriticaldiscourseanalysis.Althoughthetheoryofcriticaldiscourseanalysishasbeenappliedtotheanalysisofadvertising,butlackoftheperspectiveofgenderidentitytouncoverhiddenideologyofgenderdifferencesandthesocialpowerrelationsintheanalysis.Criticaldiscourseanalysisaimstorevealauthorityandpowerunderlanguage.Therefore,criticaldiscourseanalysisismoreeffectivetoanalyzeadstextsofgenderdifference.ThepaperaimstodiscoverthedifferentconceptsandattitudesofdifferentgendershiddenincommercialadvertisementsandstudythegenderdifferencesincommercialadvertisementthroughtheCDA.Therefore,thisthesismakesasystematicresearchoncommercialadvertisement.Theresultsofthisstudyhaveobvioussocialandacademicvalueanddeserveattentionandfurtherstudy.Keywords:Commercialadvertisements;criticaldiscourseanalysis;genderdifferencesContents1.Introduction.1.1PurposeoftheStudy1.2ResearchBackground1.3ThelayoutoftheStudy12.LiteratureReview2.1TheDevelopmentofCriticalDiscourseAnalysisabroad2.2TheDevelopmentofCriticalDiscourseAnalysisathome3.TheoreticalBackground3.1CriticalDiscourseAnalysis3.1TheDefinitionofCDA...3.2TheCharacteristicsofCDA3.3TheObjectivesofCDA3.4StudytheMethodsofCDA3.2AdvertisingandItsLanguage3.2.1AdvertisingLanguage3.2.2GenderLanguage4.ResearchDesign4.1ResearchQuestion4.2DataCollection4.3ResearchProceduresandMethod5.ResultsandAnalysis5.1VocabularyLevel5.1.1TheUsageofVerbs5.1.2TheUsageofAdjectives5.1.3TheUsageofNouns5.2ThemeAnalysisoftheLanguageincommercialadvertisement5.3TransitivityAnalysisoftheLanguageincommercialadvertisementConclusionBibliographyAcknowledgementsATHESISFORTHEDEGREEOFBACHELORPAGE191.IntroductionNowadays,theworldhasenteredtheeraofinformationsocietyandknowledgeeconomy.Advertisingisaveryimportantmeansforustogetinformation,andbecomeourdailylifecontent,lifestyleandlivingenvironment.Atthesametime,itconstantlyinfluencesourideasandpractices.Advertisementsareeverywhere.Wecanseethemeverywhere.Advertisingaspartofourlife,inthiseraofglobaleconomicdevelopment,isnolongerthespreadofbusiness,consumerculture,buttoabsorballovertheworldforfashion,buildculturaltasteandsocialform,inaddition,agoodcommercialadvertisingcanpromotethespreadandcommunicationoftheadvancedculture,createagoodculturalatmosphere,theadvertisingsocialeffect.Advertisementsalsohaveaprofoundimpactonpeopleinbusiness,socialideologyandotheraspects.Atpresent,mostofthestudiesongenderdifferencesincommercialadvertisementsathomeandabroadstillfocusontheanalysisoftheadvertisinglanguageitself,andfewofthemarefromthecriticalperspective.Althoughthecriticaldiscourseanalysistheoryhasbeenappliedtotheanalysisofadvertisingdiscourse,itlackstheanalysisfromtheperspectiveofgenderidentity,whichrevealstheideologicalproblemsbehindgenderdifferences.Theanalysisofthepowerrelationsreflectingtheinequalityinthesocietyisnotenough.Therefore,thispaperintendstomakecriticaldiscourseanalysisofgenderdifferencesincommercialadvertisements.1.1PurposeoftheStudyNowadays,researchesongenderlanguagedifferencesinadvertisementinEnglishstilllieonadslanguageanalysis,whicharemainlycontentanalysis.Theanalysisfromcriticalaspectisrare.Basedonthis,thispaperwillstudythetopicofgenderdifferenceincommercialadvertising.Advertising,asawaytospreadinformation,hascertainsignificanceandvalueathomeandabroad.Criticaldiscourseanalysisaimstorevealauthorityandpowerunderlanguage.Therefore,criticaldiscourseanalysisismoreeffectivetoanalyzeadstextsofgenderdifference.ThepresentstudyisconductedwithapurposetousethemethodofCDAtostudythegenderdifferencesincommercialadvertisements.1.3ThelayoutoftheStudyThisstudyisdividedintosixparts.Chapteroneintroducesthedevelopmentofadvertisinganditsinfluenceonpeople'slives,expoundsthesignificanceandpurposeofthisstudy,andsummarizesthestructureofthisstudy.Chaptertwomainlystudiestheliteraturereview,includingtwoparts.ThefirstpartmainlystartswiththedevelopmentofCDAabroad.ThesecondpartintroducesthedevelopmentofCDAathome.Chapterthreeintroducesthetheoreticalbackground.Thispartisalsodividedintotwoparts,respectivelyintroducingCriticalDiscourseAnalysisandAdvertisingandItsLanguage..,whichisconducivetomoreconvenientresearchonthistopic.Chapterfouristheresearchdesign,includingsurveyquestions,datacollection,researchprocessandresearchmethods.Chapterfiveismainlytalkingaboutcommercialadvertisementtextfromtheperspectiveofvocabulary,themeandtransitivityanalysisofthelanguage..Chaptersixistheconclusion,whichsummarizesthewholepaper,discussesthestudy,pointsouttheshortcomingsofthestudy,andputsforwardsomesuggestions.2.LiteratureReviewUptonow,criticaldiscourseanalysishasbeendevelopingformanyyears.ThischaptermainlyintroducedthedevelopmentofCDAathomeandabroad.2.1TheDevelopmentofCriticalDiscourseAnalysisAbroadAsanewperspectiveofdiscourseanalysis,criticaldiscourseanalysishasattractedmoreandmoreattentioninthefieldoflinguistics.Itmainlystudiesandanalyzestherelationshipbetweendiscourse,powerandideology.Thegerminationofcriticaldiscourseanalysisbenefitsfromthesecondhalfofthe1970s,theupsurgeof"linguisticcriticism"promotingpragmaticresearchinliterature.Undertheinfluenceofthistrendofthought,Britainbeganalargescaleofnon-literarydiscourseinthelate1970s--thestudyofmassmediadiscourse.Themasscommunicationresearchguidestothebirthofcriticaldiscourseanalysis.Afterthe1980s,criticaldiscourseanalysisenteredaperiodofstagnation.In1985,GuntherKressputforwardhisownplantodevelopcriticallinguisticsin“Discourse,Texts,ReadersandthePro-nuclearArguments”.Themaindirectionofdevelopmentistoapplytheexistingresearchresultstoturnthefocustothereadertoachievecriticizethefunctionofsocialideology.In1986FowlerpublishedLinguisticCriticism,andin1987hepublishedthearticle“NotesonCriticalLinguistics”.(Fowler,1987)Newlyturntheirresearchdirectiontocriticaldiscourseanalysis.Hisviewopensupanewworldforthedevelopmentofcriticaldiscourseanalysis,buthehimselfemphasizestheperfectionofcriticaldiscourseanalysisintheoryandmethod,andtheconsolidationofexistingachievements.Criticaldiscourseanalysisiswellknownbymoreandmorepeoplein1990s..NotonlyinBritainAustralia,therearemanycountriesinEuropesuchastheNetherlands,AustriaandothercountrieshavealsocomeoutalotofcriticismLinguists.Criticaldiscourseanalysishasbeenofficiallyrecognizedbythelinguisticcommunity.TheDevelopmentofCriticalDiscourseAnalysisinthePositionofCriticalLinguisticsisdetermined.Itshowsanemergingmomentum.Inthe21stcentury,thedevelopmentofcriticaldiscourseanalysishasenteredanewmilestone.Criticaldiscourseanalysishasachievedfruitfulresultsandmadegreatcontributionstolanguageresearch.Itclearlyexplainsthedialecticalrelationshipbetweenlanguageandsocietyanddeepenspeople'sunderstandingoftheinteractiverelationshipamonglanguage,powerandideology.Atthesametime,criticaldiscourseanalysisiscriticizedforitsproblems.Inthefaceofquestioningandcriticism,linguistscontinuetoexplorenewtheoriesandmethodstopromotethedevelopmentofcriticaldiscourseanalysisindepth.Positivediscourseanalysisandcorpuslinguisticsbasedonquantitativeanalysis,whichaimatbuildingaharmoniousworld,representthenewdirectionofcriticaldiscourseanalysis.2.2TheDevelopmentofCriticalDiscourseAnalysisathomeTheresearchoncriticaldiscourseanalysisstartedrelativelylateinChina,withmanyyearsofresearchhistory.Since1995,asmallnumberofdomesticscholarsbegantointroducecriticaldiscourseanalysis.Althoughcriticaldiscourseanalysisdoesnotdevelopasfastasforeigncountries,ithasgraduallybeguntotakeshape.Themainfeatureofitsdevelopmentisthatmostarticlesarepublishedinacademicjournalsofforeignlanguages.Thesearticlescanberoughlydividedfourcategories:(1)theoreticalreviewsorintroductoryarticles.(2)"language,powerandideology:criticallinguistics"byXinBin(1996).(3)introductiontomethodology.(4)theoreticalandpracticalapplicationsArticle.Somedomesticscholarsarenotonlylimitedtothetheoreticalintroduction,butalsocanusethemethodologyofCDAtoanalyzethediscourseofthesociety.Inadditiontothecriticalanalysisofnewsdiscourse,somescholarshavealsoappliedthetheoryofcriticismtoforeignlanguageteachingandothersocialdiscourseanalysistorevealthehiddenmeaningofdiscourse,soastoimprovestudents'languageawarenessandcriticalreadingability.Forexample,readingtheoryincriticaldiscourseanalysis(叶,2002);OnthecontextofEnglishinterviewandcriticaldiscourseawareness(张,2002)In2005,thedevelopmentofcriticaldiscourseanalysisinChinahasalsousheredinanewleapforward.ProfessorXinBinfromNanjingnormaluniversitysummarizedhisresearchachievementsincriticaldiscourseanalysisoverthepasttenyearsandpublishedcriticallinguistics:theoryandapplication,whichsystematicallydiscussedandstudiedcriticallinguistics.Thepublicationofthisbookisexciting.ItisthefirstmonographonthesystematicresearchofcriticaldiscourseanalysisinChina,whichmarksthattheresearchofcriticaldiscourseanalysisinChinahasenteredanewdevelopmentperiod.3.TheoreticalBackgroundThischaptermainlyintroducesthetheoreticalbackgroundofCDA.Thischapterisdividedintotwoparts,ThefirstpartisCriticalDiscourseAnalysis,whichmainlyexplainsthedefinition,characteristics,objectivesandmethodsofCriticalDiscourseAnalysis.Thesecondpartexplainsadvertisingandit'slanguage.3.1CriticalDiscourseAnalysisCriticaldiscourseanalysis(CDA)isanewbranchofmodernlinguistics.Itisaninterdisciplinarylanguagestudyaimedatstudyingandinterpretingsocialproblems.Thesocialsciencesinvolvedincludesociology,politics,communication,management,educationandsoon,whichhaveastrongpracticalguidingrole.Criticallinguisticsisdifferentfromdiscourseanalysisintraditionallinguistics,whichignoresthesocialattributesofdiscourse,whilecriticallinguisticsholdsthatlanguageisakindofsocialpracticeandaninterveningforceinsocialprocess.3.1.1TheDefinitionofCDACriticalDiscouresAnalysiswasfirstproposedbyRogerFowlerintheirbook"languageandcontrol"in1979.Inrecentyears,CDAisinthestageofcontinuousdevelopmentandhasestablisheditsinternationalreputationasanewdiscourseanalysismethod.CDAmainlystudieshowtoreconnecttherelationshipbetweenthediscourse,ideologyandpowerchangedorhiddenbytheauthor,soastomaketheobscurerelationshipbetweeneachotherclear.In1979,R.FowlerfirstproposedCDAasaLanguageresearchmethodinthebookLanguageandControl.In1989,thepublicationofFairclough'slanguageandpower(Fairclough,1989)andWodak'slanguage,powerandideology(Wodak,1989)markedthegradualmaturityofCDA.Uptonow,CDAhasgonethroughthedevelopmentprocessofmorethan30yearsandexperiencedthedevelopmentprocessfromgerminationtoexpansion.CDAistorevealtheimpliedideologyandpowerrelationshipthroughdiscourse.Aftermorethan30yearsofdevelopment,CriticismDiscourseAnalysishasgraduallyformedthecharacteristicsofclearobjectives,wideresearchrange,interdisciplinary,anddiversifiedresearchschools.Criticaldiscourseanalysisiscriticalbecauseitaimstorevealhowlanguagecanbeusedtoexercisesociopoliticalcontrolandcauseormaintainsocialinequality.3.1.2TheCharacteristicsofCDA(1)Clarityofresearchobjectives.Notetheinequalityandinjusticeinthesociety,revealtheideologyandpowerhiddenbehindthelanguage,andstrivetoimprovethisinequality.CDAisnotonlyananalysis,butalsoacriticism.Byanalyzingthelanguageformsinthediscourse,itrevealstheimplicitrelationshipbetweenlanguage,powerandideology,aswellashowtherulingclassuseslanguagetoimplementideologicalcontrolandmaintainitspowerposition.(2)ExtensiveresearchscopeCDAaimstoexploretheideologyandpowerrelationshippresentedindiscourse,sotheobviousorimpliedpowerandcontrolrelationshipinanydiscourseconstitutestheresearchcontentofCDA.CDAfocusesnotonlyonmassdiscourseandpoliticaldiscoursecloselyrelatedtosocialfactorssuchasgender,age,raceandclass,butalsoonthepowerandinequalityimpliedbydifferentsocialrolesininstitutionaldiscoursesuchaseducation,medicaltreatmentandbusiness.(3)Interdisciplinarynatureoftheresearchfield.Tounderstandthelanguagewiththerelationshipbetweenspeech,powerandideology.CDAfocusesonabsorbingthereasonablecoreofdifferentdisciplinessuchassociology,linguisticsandcognitivescience,andimplementingtheoreticalintegrationbyadjustingdifferenttheories,especiallythoseofsociologyandlinguistics.(4)DiversityofresearchschoolsBecauseofthedifferenttheoriesofreference,differentfactionshaveformedwithinCDA,suchasFairclough'sthree-dimensionalanalyticalframework,Wodak'sdiscursive-historicalanalysismethodandvanDijk'ssocialcognitionresearchmodel.Thesethreeschoolsexplorethepowerandideologyhiddenbehindlanguagefromdifferentperspectives,providingamultidimensionalandcomprehensiveanalyticalperspectiveforCDA.3.1.3TheObjectivesofCDA.WhenvanDijk(2001)talkedaboutthegoalofCDA,hepointedoutthatitmainlyexploredhowdiscoursecommunicationinsocialandpoliticalcontextwasimplementedandcopied,andhowitwasusedtoresistdomination,control,inequalityandabuseofpowerinsociety.AccordingtovanDijk(2001),CDAisnotadirectionorgenrethatisfreefromothermethods,butaimstoprovideadifferenttheoreticalanalysisandapplicationmodelorperspectiveacrossthewholefield.Therefore,inordertoachievetheultimategoal,CDAstillneedstomeetsomespecificrequirements.Firstly,CDAshouldnotonlydescribethelanguagestructure,butalsotrytoexplainthediscoursestructurefromtheperspectiveofsocialinteractionandsocialstructure.Secondly,CDAshouldfocusonsocialissuesandpoliticalevents.Thirdly,likeotheredgestudies,CDAoftenneedsmultidisciplinaryparticipationtolaunchcriticismofsocialproblems.Finally,morespecifically,CDAfocusesonhowdiscoursestructuresareimplemented,validated,legitimized,replicated,andusedtochallengeexistingsocialstructuresandpowerrelationships.3.1.4MethodsofCDA.

TheresearchmethodsofCDAaremainlycomposedofsystemic-functionalgrammar,discoursegenreintegrationanddiscoursehistoricalmethod.CDAisrelatedtoHallidayinbothlanguageandmethodology.Therepresentativesystemic-functionallinguisticshasacloserelationshipoforigin.SystemicfunctionallinguisticshelpsCDAachieveitsgoalofanalyzingdiscourseinatleastthreeways.Firstly,Halliday'ssystemic-functiontheoryoflanguageisessentiallysocialsemioticinnature.Hedefinedlanguageasameaningpotential,asetofmeaningchoicesavailabletothespeaker.Meaningmadebylanguageusers’Choiceshaveadualmeaning:ontheonehand,theyhavealinguisticmeaning,becausethechoicesmadeinthelinguisticsystemcanbeinterpretedasakindofrealisticchoiceofmeaning;Ontheotherhand,theyhavesociologicalsignificancebecausetheyprovideinsightintopatternsofbehaviorthatarebothexpressionsofandshapedbysocialstructures.Secondly,systemicfunctionallinguisticsisbasedonsemanticsratherthansyntax.Theauthorusessystemicfunctionalgrammartoanalyzethelanguagesystem,andusesthemethodofdiscourseandgenreintegrationtoanalyzethecorrectdiscourseorderandgenre.Inlinguisticresearch,thebasicunderstandingoftheconceptofgenreisthatdiscourseissubjecttothepromiseandsocialfunctions.Indailylife,peopleneedtocarryoutaseriesofverbalcommunicationactivities.Thesecommunicativeactivitiesvarygreatly,butaccordingtothecontextandsocialfunctions,aspeechcommunityoftenclassifiesthemintodifferentgenres,suchasteacherlectures,priestsermons,researchpapers,etc.Eachgenrehassomeobviousfeaturesincommonintermsofrhetoricalstructureandlinguisticform.Differentgenresrepresentdifferentmeaningpotentialsandinterestsofdifferentpeopleorgroups.Theintegrationofdiscoursegenreshelpstorevealthewaysanddegreesofintegrationofdifferentdiscourseandgenresinspecificdiscourse,soastoexploretheirsemanticandpragmaticfunctions.Thirdly,inthestudyofdiscoursehistory,criticaldiscourseanalysisholdsthatdiscourseanalysisismeaningful,anditisonlypossibletolinkdiscoursewiththehistoryofsocialpractice.Thediscoursegenreinhistoryalsoincludestheintegrationofthetextgenre,thethreecomplementeachother.3.2AdvertisingandItsLanguage

Asakindofcreativeactivity,advertisingactivityisactuallythecrystallizationofculture.Anysocialculturehasanimportantinfluenceonadvertisingcreation,andadvertisinglanguageisthecorecontentofadvertising.Therefore,socialcultureinevitablyaffectsandrestrictsadvertisinglanguageanditsexpression.Onlybypayingattentiontothestudyofsocialculturecanthecreationofadvertisinglanguageachievethedesiredeffect.Asgenderdifferenceisanimportantpartofsocialculture,thispaperfocusesonthegenderdifferenceincommercialadvertisementsfromtheperspectiveofcriticaldiscourseanalysis.What'smore,somestudiesareconductedtoanalyzeadvertisinglanguage,suchasAnalysisofAdvertisingLanguageBasedonCriticalDiscourseAnalysisTheory(高,2009).3.2.1AdvertisingLanguageAdvertisementmeanstoadvertisewidely.Itmeanstotellsomethingorsomethingtothegeneralpublicofthesociety.Intermsofitsmeaning,itcanbedividedintoabroadsenseandanarrowsense.Inabroadsense,advertisementsrefertothosethatarenotforprofit,suchasgovernmentannouncements,noticesandstatementsofpoliticalparties,religions,education,culture,municipalgovernmentsandsocialorganizations.Inthenarrowsense,advertisingreferstoakindofmarketingbehavior,thatis,commercialadvertising.Itisameansbywhichindustrialandcommercialenterprises,inordertopromotecommoditiesorprovideservices,spreadinformationofcommoditiesorservicestoconsumersorusersthroughpaidadvertisingmedia.Thistopicmainlystudiescommercialadvertising.Asanimportantpartofadvertising,advertisinglanguageisundoubtedlyinfluencedbysocialculture.Languageinfluencesandisinfluencedbyculture.Themostimportantcarrierofadvertisingislanguage,whichisalsoanimportantcarrierofculture.Languageisthemostimportant,accurateandeconomicalcarrierforthedisseminationofadvertisinginformation.Althoughtherearevariouskindsofnon-verbalinformationinadvertisements,suchastheearlyoraladvertisementsorthemodernelectronicadvertisements,theyareinseparablefromlanguage.Therefore,languageandadvertisingarecloselyrelatedandinseparable.Advertisementsbringalotofconveniencetopeople'slife,butalsocausealotofproblemsandthinking.Withthecontinuousimprovementofpeople'smateriallivingstandards,higherandhigherrequirementshavebeenputforwardforadvertisinglanguage,whichinvolvesthefollow-updevelopmentofadvertisinglanguage.Thisisnotonlyaproblemforlinguistsandadvertisingplannerstothinkpositively,butalsoarequirementforadvertisinginthefuturesocialdevelopment.Whilecontinuingtopromoteartistry,theuseofadvertisinglanguageshouldbemoreaccurate,theculturalcontentofadvertisinglanguageshouldbemorerich,theemotionalfactorsofadvertisinglanguagewillbemoreelegant,moreaestheticvalue,toachievethese,advertisinglanguagewillbeaccurate,elegant,aestheticdirection.3.2.2GenderLanguageLanguagerecordschangesinlife,mirrorscustomsinsociety,portraysthedevelopmentofhistory.Ithasbeenanencyclopediatostudyingsocialbehavior.Intermsofthis,genderdifferenceisimportanttolanguagestudies,deservinglinguists’attention.Psychologicalandphysiologicaldistinctionsbetweenmaleandfemalecauseseparatetraits.Languageperformanceisasocialbehavior,soitisinevitablyendowedwiththetraitsofitsusers.Therefore,itcanbesaidthatmale/femalelanguagereferstothatwhichisusedbymenandwomenorthatwhichisthecharacteristicsofgenderdifference.Inthisstudy,"gender"ismoresocial.Moreover,italsoemphasizedonexploringthecausesofgenderdifference,forwhichmanylinguistscarriedoutextensiveinvestigation,researchandanalysis(郝,2006).Theroleandpositioninsocietybetweenmenandwomen,socialexpectationsandevaluationaboutgenderroles,suchaslowmalehighfemale,maleactorfemalebad,stereotypesaboutgenderandsocialunderstandingofgenderdifferencesandsoon,moreimportantistheproductofsociety,and,inturn,byreligion,education,law,socialmechanisms,suchasfurtherplayandconsolidate,underthecountrytoparticipateintheoperationarestandardizedandinstitutionalized,polarization(binaryoppositionbetweenmenandwomen),socialexpectationestimation.Becausemenandwomenhaveobviousphysicalandpsychologicaldifferences,eachpersonhasauniquepersonality.Theso-called“charactertraitsrefertothesumofthebehaviorcorrespondingtothesocialgendercultureisformedbyindividualbasedongenderdifferences,thepersonalitytraitsandattitudes"(马,2000).Thephysiologicaldifferencebetweenmaleandfemaleisthedifferenceofsexualorgans,whilethepsychologicaldifferenceisinfluencedbysociety.Here,Wefocusongenderlanguageincommercialadvertising.4.ResearchDesignThischapterhasalreadyenteredintoanimportantpartofthisstudy,startingwiththeinvestigationquestionsoftheresearch,thencarryingoutdatacollectionandanalysis,andfinallydiscussingtheprocessandmethodsofthestudy.4.1ResearchQuestionThischapterproposesthreeresearchquestionstocarryouttheresearchTheresearchquestionsareasfollows:

（1）Whatistheroleofcriticaldiscourseanalysisinthestudyofgenderdifferencesincommercialadvertising?

（2）Whatkindofstereotypedoesthesegenderdifferencescreateforthepublic?

（3）Whatimpactdoestheimageofgenderdifferencesinsocietyhaveoncommercialadvertising?Thepurposeofthefirstquestionistounderstandtheroleofcriticaldiscourseanalysisinthestudyofgenderdifferencesincommercialadvertising,sothatwecanbetterunderstandwhythistopicadoptsthemethodofcriticaldiscourseanalysis,thatis,theeffectivenessofcriticaldiscourseanalysisinthestudyofgenderdifferencesincommercialadvertising.Secondly,throughthestudyofgenderdifferences,thestereotypicalimageofwomenandmenisanalyzed.Thelastquestionstudiestheinfluenceofgenderdifferenceimagesoncommercialadvertisementsandtheinfluenceofstereotypedgenderdifferencesportrayedincommercialadvertisementsonpeople'sconsciousnessandvaluesindailylife.Andhowcommercialadvertisingworksundertheinfluenceofideas?

4.2DataCollection

Inthisstudy,gender-orientedcommercialadvertisingdatawerecollectedandanalyzedfromtelevision,Internet,magazineandnewspaperadvertisements.Thisstudywillfocusontheanalysisofclothing,cosmetics,tobaccoadvertisingduetotheimprotance,popularityandgreatimpactonpeople.ThefollowingisatableofADanalysisdata.

Table1CommercialAdvertisingSourcesandVolumeCollectionSourceTVInternetMagazineNewspaperTotalNumber352522181004.3ResearchProceduresandMethodInordertomeettheobjectivesofthisresearchandgrasptheauthenticcorpus,theempiricalapproachisemployedinthisstudy.ThissurveywillcollectinformationthroughTVplatform,Internet,newspapersandmagazinesandothermediachannelsforanalysis,andfinallydrawaconclusion.Fromthedatacollectedintheprevioussection,thispaperfirstdivides100advertisementsintothreecategories:clothing,cosmeticsandtobacco.Secondly,onthebasisofthegenderdistinction.Finally,throughthecollectionofdatatoconductacomparativeanalysisofmaleandfemaleadvertising,andthensummarize.Forthedataprocessingpart,Iwillalsoadoptsystematicfunctionalgrammartoanalyze,suchasexploringtheimpactofgenderdifferenceshiddenincommercialadvertisementsondifferentconsumerattitudesandthoughts,revealinghowadvertisingconstructsgenderidentityingenderdiscourse,andtheimpactofadvertisingonsociety.Intheprocessofanalyzingobjects,thisstudywilladoptthemethodofcombiningquantitativeandqualitative.Inscientificresearch,quantitativeanalysismethodcanmakepeopleunderstandtheresearchobjectmoreaccurately,soastorevealthelaw,graspitsessence,understandtherelationshipbetweenthings,andpredictthedevelopmentofthingsmoreintuitively.Inthisstudy,quantitativeanalysiswasusedtoanalyzethecharacteristics,interrelationshipandinfluencingfactors.Thedigitalchangesincommercialadvertisementsrevealthedifferencesinadvertisements.Thequalityanalysi