Liquid Gender in Modernity: Research on the Femininity Construction and Audience Perception of TV Advertisement Spokesperson

In the wake of patriarchal culture, the female images in TV advertisements have been confined to the framework of “good housewife” for a long time, which has become the object of male’s gaze. Meanwhile. With the development of globalization, informatization and networking, the female images in TV advertisements have been more diverse. Using qualitative and quantitative methods as well as questionnaires and in-depth interviews, this paper aims to study the femininity construction and audience perception of TV advertisement spokespersons. When it comes to the TV advertisement industry, this study is beneficial to inspiring future female TV advertisements to further break the gender stereotype under the male gaze and present diverse and positive TV advertisements from the perspective of “gender equality”. In addition, this study holds that diversified femininity construction is not only conducive to establishing a richer gender cognition from the audience aspect and intensifying women's subjective consciousness, but also helps promote a more valuable construction of gender temperament and guide the audience perception of femininity.