%0 Journal Article
%T The Design of Female Presentation in TV Beer Commercial
%A Tsung-Nan Shen
%J Sociology Mind
%P 20-27
%@ 2160-0848
%D 2022
%I Scientific Research Publishing
%R 10.4236/sm.2022.121002
%X TV commercial is one of the most important promotion
channels, it can not </span><span style=\"font-family:Verdana;\">only stimulate the
sales number of products but also insert the cultural</span><span style=\"font-family:Verdana;\"> meaning into
consumer¡¯s mind. However, inappropriate commercial design may lead to
audience¡¯s misconception of the product, and it could be harmful to </span><span style=\"font-family:Verdana;\">the corporate¡¯s image. Based on the main
consumptions of the target au</span><span style=\"font-family:Verdana;\">dience of beer, mostly male consumers, female
are always chosen to be the main character of beer commercial, repetitively
appeared as objectified or discri</span><span style=\"font-family:Verdana;\">minated
characters in the commercial. Results show that the shot distance</span><span style=\"font-family:Verdana;\"> and
the bending and lifting angles used are correlated with the degree whether
female are treated equally. If camera techniques were used properly, avoiding
using the objectifying female semiotics, then the improper situation of sexual
discrimination would be decreased.
%K Beer Commercial
%K Semiotics
%K Camera Techniques
%K Sexual Discrimination
%U http://www.scirp.org/journal/PaperInformation.aspx?PaperID=114475