The Design of Female Presentation in TV Beer Commercial

TV commercial is one of the most important promotion channels, it can not only stimulate the sales number of products but also insert the cultural meaning into consumer’s mind. However, inappropriate commercial design may lead to audience’s misconception of the product, and it could be harmful to the corporate’s image. Based on the main consumptions of the target audience of beer, mostly male consumers, female are always chosen to be the main character of beer commercial, repetitively appeared as objectified or discriminated characters in the commercial. Results show that the shot distance 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.