The Design of Female Presentation in TV Beer Commercial

TV commercial is one of the most important promotion channels, it can not only stimulate sales number products but also insert cultural meaning into consumer’s mind. However, inappropriate design may lead to audience’s misconception product, and could be harmful corporate’s image. Based on main consumptions target audience beer, mostly male consumers, female are always chosen character beer commercial, repetitively appeared as objectified or discriminated characters in commercial. Results show that shot distance bending lifting angles used correlated with degree whether treated equally. If camera techniques were properly, avoiding using objectifying semiotics, then improper situation sexual discrimination would decreased.