In the feminism and patriarchal modernization, it actively explores the reasons why women are subordinate to society and point out how to change gender inequality and political change. Many female scholars in academia have been searching for the oppressions of women in their articles and writings about women’s exclusion, neglect, and women’s spirits and labor. Patriarch is at the center of this argument. The rule of a father is the patriarchy. Patriarchal refers to male domination, a society, both in politics, economy, law, religion, education, military field or family, all the authority of the location are reserved for men. The greatest inequality in human society is inequality between the sexes, the creation of male power as an invisible hand, the dominance of men in society, and the inferiority and obedience of women.
In a patriarchal dominated society, women might only be attached to men, mental depression or physical damage commonplace. Patriarchal awareness for a long time infiltration in daily life and social customs of all aspects of the psychological and personality formation and development of women have an impact, even though the female group of subconscious lesions, to women with mental depression and physical imprisonment. Under the influence of patriarchy, father is the head of the family. For example, in a family, if there are major decisions will decide by the father, and his father holds a family of major economic. The late men ‘s society formed in the economic and social relations on the dominant position of the system.
As men are engaged in animal husbandry and agriculture in the life gradually play a decisive role, resulting in the rise of men within the clan and women’s status decline. And because of the emergence of dual marriage, the child’s blood relationship from the confirmation of the mother to confirm the father. This formed a male-centered clan commune. In the past, because of the sociality of the family economy, women had played a leading role in society, and with the development of animal husbandry and the emergence of handicrafts, women did not play a leading role as the family economy became a major subsidiary. In the period of the motherhood, the kinship is determined by the mother; the male has no right to control his wife and children. After the subversion of the mother system, the husband was recognized as the father of all the children; in accordance with the ownership of his wife and children are her husband. The loss of the maternity also changed the inheritance system. Now only a child can become his successor. Therefore, the wealth began to focus on individual families, which greatly deepened the economic inequality and the collapse of the patriarchal family at that time with the opposition clan commune.
Today, with the development of history, the improvement of a female cultural level, and the improvement of political and economic status, women have won equal treatment with men in many ways. Feminists find that the superficial phenomena of equality between men and women differ greatly from the true situation of women, and they also cover and whitewash the truth. Feminists point out that under the surface of women’s full employment, they are mostly engaged in lower work; women enjoy the same civil rights as men, but all the power in society is still in the hands of men. The book NOVA was founded in 1965 as the world’s first feminist magazine, often referred to as sex, drugs, abortion, religion and politics. [footnoteRef:0]”This is the first magazine to advocate feminism and the first magazine that has invited the black model to shoot, and it seems to me that the magazine is still very meaningful now and reflects the political landscape today.” Kes Glozier. Female aesthetics image is a complex cognitive process, but in advertising, people most focused on the performance of women’s sexy and appearance. In the advertising, women show chest, exposed waist, and navel. Exposed thighs, bareback barefoot phenomenon almost appeared in a variety of advertising categories, while the female role of facial features as much as 89.2%.
Those as the classical oil painting in the face of the female body is to meet the male visual appreciation, this female image of the local portrait. DuPont’s newspaper print ads with a huge picture of the shop with concise text have a strong artistic appeal: quiet space, there is a peace with the mood, doing beautiful beauty, beautiful flying back and forth, must be In order to more thoroughly enjoy DuPont comfortable soft bedding. In fact, to show women’s gender characteristics, Female sexual attraction and sexual attraction to men. When this sexual consciousness is attached to some products to convey information, the female style has become essential to convey the elements. Especially in the cosmetics industry to show more obvious, such as in a perfume advertising, when the hostess million kinds of style through the crowd, suits and ties men’s mouth all the cigarettes all soft down, advertising to this To show that women sexy style for the male shock. Also, Gucci Bamboo in the recent perfume ads to reflect the female naked body to attract the role of men. [0: ]
In conclusion, society is indeed calling for respect for women, many remarks seem to stand in the position of women, but critics often from the perspective of anti-feudal accusations against the old system of women’s mutilation, the implication is how painful past women, so that today’s women are How happy. This expression makes a lot of women believe in their own happiness, believe that women have been liberated, no longer reflect on their true situation. The task of women’s liberation is not just to fight for some of the civil power on the surface, more importantly, which are wake up women, so that women from the patriarchal spirit of enslavement out. Both men and women have the desire to change themselves and transcend themselves. The process of women’s liberation is actually the process of changing women’s self and transcending self, which is a process to be fulfilled. Every woman should be sober to see what a woman means, and then reflect on self, know yourself, and eventually become the self, become a subject of independent people.
Researcher, L. M. I., Writer, & Director, A. (100AD, 17:03). NOVA Magazine Is Back. Retrieved April 30, 2017, from http://www.huffingtonpost.co.uk/lou-mensah/nova-magazine_b_11075926.html