【正文】 s Day. More and more young Chinese people begin to celebrate this day in a very similar way as that in western countries. Fewer people than ever will gaze at the heavens on Saturday to pick out the two stars shining bright on either side of the Milky Way, that is, if people even know on which day Qixi falls. There are ready reminders dotted about, in the form of big ads saying Sales on Chinese Valentine39。 Festival. In this day, girls will throw a sewing needle into a bowl full of water on the night of Qixi as a test of embroidery skills. If the needle floats on top of the water instead of sinking, it proves the girl is a skilled 201屆本科畢業(yè)論文（設(shè)計(jì)） 20 embroiders. Single women also pray for finding a good husband in the future. And the newly married women pray to bee pregnant quickly. Tradition transformed The love story of Niulang and Zhinu, and the Qixi Festival have been handed down for generations. Yet these ancient traditions and customs are slowly dying out. Many modern Chinese, particularly youngsters, seem to know more about St Valentine39。s time for the wild fruits to ripe. The picturesque Arxan in Autumn is indeed a fairyland only exists in a dream that satisfies all your fantasies. If it rains heavily on Saturday night, some elderly Chinese will say it is because Zhinu, or the Weaving Maid, is crying on the day she met her husband Niulang, or the Cowherd, on the Milky Way. Most Chinese remember being told this romantic tragedy when they were children on Qixi, or the Seventh Night Festival, which falls on the seventh day of the seventh lunar month, which is usually in early August. This year it falls on Saturday, August 2. Folklore Story As the story goes, once there was a cowherd, Niulang, who lived with his elder brother and sisterinlaw. But she disliked and abused him, and the boy was forced to leave home with only an old cow for pany. The cow, however, was a former god who had violated imperial rules and was sent to earth in bovine form. One day the cow led Niulang to a lake where fairies took a bath on earth. Among them was Zhinu, the most beautiful fairy and a skilled seamstress. The two fell in love at first sight and were soon married. They had a son and daughter and their happy life was held up as an example for hundreds of years in China. Yet in the eyes of the Jade Emperor, the Supreme Deity in Taoism, marriage between a mortal and fairy was strictly forbidden. He ordered the heaven troop to catch Zhinu back. Niulang grew desperate when he discovered Zhinu had been taken back to heaven. Driven by Niulang39。 ll wait in the line for one hour to get a ticket, and another two hours at the site, to only see a tiny bit of the place due to the crowds. Last year, 428 million tourists traveled in China over the weeklong holiday in October. Traveling during this period is a matter that needs thorough preparation. If you are short on time to plan the uping Golden Week it may not be a bad idea to avoid some of the most crowded places for now. There is always a place so fascinating that everyone yearns for. Arxan is a place like this. The beauty of Arxan is everlasting regardless of the changing of four seasons. Bestowed by nature, its spectacular seasonal landscape and mountains are just beyond word. Arxan is a crucial destination for the remended travelling route, China Inner Mongolia Arxan — Hailar — Manzhouli. It is also the joint of the four prairies across the SinoMongolian border, where people gravitate towards the exotic atmosphere mixed with Chinese, Russian, and Mongolia elements. As a historic site for the Yitian Battle, Arxan still embodies the spirit of Genghis Khan. Walking into Arxan, you will be amazed by a kaleidoscope of geous colors all the year round the Spring azaleas blooming red in the snow, the Summer sea wavering blue in the breeze, the Autumn leaves painted in yellow covering volcanic traces, and the Winter woods shining white on the vast alpine snowscape. Hinggan League Arxan city is situated in the far eastern area of Inner Mongolia Autonomous Region. Its full name Haren Arxan means hot holy water in the Mongolian language. Arxan is a tourism city in the northern frontier with a blend of large 201屆本科畢業(yè)論文（設(shè)計(jì)） 19 forest, grand prairies, vast snowfield, heaven lake cluster, thermium, as well as volcanic cluster. It is a rare and unique ecotourism base filled with healthy sunshine, clean air and unspoiled green. Nestled close to the country39。四年來(lái)，是同學(xué)讓我的大學(xué)生活變得更加豐富多彩，我們一起親歷了大學(xué)的別樣生活，愿同窗友誼之樹(shù)長(zhǎng)青。他們?cè)趯?shí)論文過(guò)程中給了我極大的幫助。朱老師淵博的學(xué)識(shí)、嚴(yán)謹(jǐn)?shù)闹螌W(xué)態(tài)度、精益求精的工作作風(fēng)和誨人不倦的高尚師德，都將深深地感染和激勵(lì)著我，尤其在修改論文的過(guò)程中，初稿修改給了我很多的建議，文章結(jié)構(gòu)上給予很大的幫助，二稿修改的過(guò)程中，可以細(xì)微到每一個(gè)錯(cuò)別字。朱老師為我做了很多的指導(dǎo)，在開(kāi)題之前，找不到任何頭緒，朱老師推薦我從《被廣告的女性》一書中，把現(xiàn)代廣告中的女性形象，與月份牌廣告中的女性形象做比較，并從中的出結(jié)論。謝謝你們，我的父親母親！ 育我成才者老師。是你們，為我的學(xué)習(xí)創(chuàng)造了條件；是你們，一如既往的站在我的身后默默的支持著我。 生我者父母。 201屆本科畢業(yè)論文（設(shè)計(jì)） 16 致 謝 行文至此，我的這篇論文已接近尾聲；歲月如梭，我四年的大學(xué)時(shí)光也即將敲響結(jié)束的鐘聲。讓女性的內(nèi)外結(jié)合的美來(lái)感染受眾，用女性固有的美打動(dòng)受眾，訴求在廣告中給受眾帶來(lái)的獨(dú)特的利益點(diǎn)，以彰顯商品和服務(wù)的優(yōu)質(zhì)形象。在表現(xiàn)女性的時(shí)候，應(yīng) 該是談吐優(yōu)雅、氣質(zhì)高貴、個(gè)性獨(dú)立。最重要的是不能歧視女性，男女平等的對(duì)待女性在廣告中的形象，不要以性來(lái)取悅男性，要尊重女性，還原她們?cè)谏钪斜緛?lái)的樣貌，展現(xiàn)豐滿個(gè)性的女性形象。 和諧是一種心靈向外散發(fā)的光輝，它最終走向圣潔 。 女人不是因?yàn)槊利惒趴蓯?ài)，而是因?yàn)榭蓯?ài)才美麗。 針對(duì)這樣的現(xiàn)象，我們應(yīng)該重新塑造女性形象，展現(xiàn)女性豐富的個(gè)性心理，尤其是女性獨(dú)立的性格特征，理解女性在生活中擔(dān)任更多地角色，贊揚(yáng)女性的價(jià)值與奉獻(xiàn)，給與女性同等的性別認(rèn)同。比如前些年經(jīng)常會(huì)在電視廣告中看到的匯源腎寶廣告 ,其廣告語(yǔ)是這 樣的：匯源腎寶，他好，我也好。還有就是張杰和謝娜共同代言的娃哈哈紅綠茶廣告中，兩個(gè)人屬于情侶關(guān)系，不分尊卑，謝娜擁有青春張揚(yáng)的個(gè)性，就是表現(xiàn)出現(xiàn)代女性的獨(dú)特個(gè)性和心理。 比如一則公益廣告，勞累了一天的媽媽在下班后幫助老人洗腳，兒子看見(jiàn)媽媽的辛苦，也主動(dòng)端水給媽媽洗腳，并且說(shuō)也給媽媽江小鴨子的故事。得出這樣的結(jié)論，電視廣告中有 %的作品對(duì)女性表現(xiàn)出不同程度的性別歧視，中性占 %，性別平等只有 %。那么，女性只有在做好這些家務(wù)之后，才能享受一些休閑的時(shí)光嗎？ （三）女性形象的審美期待 據(jù)全國(guó)婦聯(lián)的的一項(xiàng)關(guān)于“電視廣告女性形象”的實(shí)證調(diào)查數(shù)據(jù)顯示， 1996201屆本科畢業(yè)論文（設(shè)計(jì)） 14 年在全國(guó) 10 個(gè)城市電視臺(tái)同時(shí)展開(kāi)的調(diào)查。就如她代言的某護(hù)膚品廣告， 媽媽到學(xué)校聽(tīng)老師的訓(xùn)斥；周末媽媽帶小孩到游樂(lè)場(chǎng)玩耍；孩子生病了，媽媽陪護(hù)守夜；走在路上，媽媽幫小孩系鞋帶??這是一個(gè)多好的媽媽，小孩成長(zhǎng)的任何一個(gè)環(huán)節(jié)都有她無(wú)微不至的照顧。再比如洗衣粉的廣告中，都是媽媽無(wú)奈的看著孩子帶著一身的臟衣服回家，然后展現(xiàn)出商品，并且很快速的洗凈衣服，能把衣服快速的洗凈的媽媽才是好媽媽。廣告中的母親形象就是一個(gè)全能型全方位為整