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Toward better gender equality?: Portrayals of advertising models' occupational status in Chinese magazines
Journal article   Peer reviewed

Toward better gender equality?: Portrayals of advertising models' occupational status in Chinese magazines

Ying Huang and Dennis T. Lowry
Journal of International Consumer Marketing, Vol.27, pp.69-83
27
2015
DOI: https://doi.org/10.1080/08961530.2014.967904
Web of Science ID: WOS:000210908600005

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Abstract

This study assesses women's occupational status portrayed in Chinese advertising through a content analysis of 1,524 models in 12 Chinese magazines. Contrary to the authors' predictions, Chinese men were not more likely than Chinese women to be shown in working roles or less likely than Chinese women to be shown in Family roles. However, a gender bias was revealed in other subcategories of occupational status: Chinese men were more likely to be portrayed as Highlevel business executives and Professionals, less likely to be shown as Entertainers, and less likely to be shown as Models. As predicted, Western women were less likely than Chinese women to be shown in working roles, in Family roles, and more likely to be shown as Models. Overall, advertising portrayals of gender roles in the Chinese context reflected the coexistence of global consumer culture and Chinese local dynamics.

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