The Positive Chinese Women Image in the 21st Century from the Perspective of Multimodal Analysis in the Milk Advertising Discourse ---Take Two Milk Brands as Examples

Abstract

This paper is a multimodal analysis of women image in milk advertisement, including the analysis of Bright Dairy advertisement of Chinese women volleyball team and the analysis of Mengniu advertisement of Eileen Gu. By applying multimodal method, the author analyzes these two milk ads respectively to point out that the milk ads in the 21st present a positive women image. In these ads, women are portrayed as courageous, independent, indomitable and perseverant.