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Journal article
Toward better gender equality?: Portrayals of advertising models' occupational status in Chinese magazines
Journal of International Consumer Marketing, Vol.27, pp.69-83
27
2015
Web of Science ID: WOS:000210908600005
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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Details
- Title
- Toward better gender equality?
- Publication Details
- Journal of International Consumer Marketing, Vol.27, pp.69-83
- Resource Type
- Journal article
- Publisher
- Routledge; United States
- Series
- 27
- Copyright
- © Taylor & Francis Group, LLC
- Identifiers
- WOS:000210908600005; 99380090354406600
- Academic Unit
- Communication; College of Arts, Social Sciences, and Humanities
- Language
- English