As advertising can be a social factor and cultural artifact, this study analyzes the images of “modern Chinese woman” via an investigation of their role portrayals, appearance/projection, and verbal characteristics represented in a total of 164 award-winning Chinese TV commercials from 2007 to 2009. Results show that a much larger percentage of females in the Chinese TV commercials embody modern rather than traditional representations. The commercials from Mainland China have also manifested modern representations of the women in more dimensions than their counterparts in Hong Kong. Furthermore, hybridization of both the traditional and modern features are most frequently found in the Chinese TV commercials. It is concluded that the modern forms of Chinese femininity is generated from a synthesis of both the traditional and modern values and that the dichotomous approach of globalization vs localization debate in advertising practice has oversimplified the intricate process as well as the product of image representation and transformation of women in Cultural China.
2022. The myths of beauty, age, and marriage: femvertising by masstige cosmetic brands in the Chinese market. Social Semiotics 32:1 ► pp. 35 ff.
Li, Chaoyuan
2019. Metaphors and Dehumanization Ideology. Chinese Semiotic Studies 15:3 ► pp. 349 ff.
Yin, Cheng-Yue, Nan Bi, Patrick Poon & Yang Sun
2019. Sexy or smart? The impact of endorser ethnicity and portrayal on Chinese women’s attitudes toward luxury advertising. Asia Pacific Journal of Marketing and Logistics 32:2 ► pp. 406 ff.
Yiu Fai, Chow
2019. Living with Their Own Images. In Caring in Times of Precarity, ► pp. 51 ff.
2014. How Chinese young consumers respond to gendered advertisements. Young Consumers 15:4 ► pp. 353 ff.
Chan, Kara & Yu Leung Ng
2013. How Chinese adolescent girls perceive gender roles: a psychographic study. Journal of Consumer Marketing 30:1 ► pp. 50 ff.
Chan, Kara, Yu Leung Ng & Russell B. Williams
2012. What do adolescent girls learn about gender roles from advertising images?. Young Consumers 13:4 ► pp. 357 ff.
This list is based on CrossRef data as of 13 september 2024. Please note that it may not be complete. Sources presented here have been supplied by the respective publishers.
Any errors therein should be reported to them.