| Summary: | This paper focuses on the differences and similarities between the images of women in Chinese and Japanese advertisements, analyzes the psychosocial reasons behind the images, and proposes suggestions and outlooks through content analysis and qualitative case studies, using the influential video advertisements of clothing, home appliance, medical beauty care, and vehicles in both countries in the past ten years as research samples. The study found that women in advertisements in both countries are objectified in appearance and rigidified in professional image. The phenomenon of reducing aesthetic bias in Japanese ads came earlier than that in China. However, professional women in China get more respect than those in Japan. With the rapid development of China’s economic society and the increasing status of female subjects, feminist advertisements have grown and tended to be polarized at the same time. Women’s independent personalities should be respected in advertisements. The media should guide the public to get rid of stereotypical perceptions of women, shape a pluralistic image of women, and build a harmonious society.
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