Chinese advertising practitioners' conceptualisation of gender representation

This paper identifies how Chinese advertising practitioners’ cultural perceptions of gender influence their creation of advertising representations.

Chinese advertising practitioners’ conceptualisation of gender representation

Yun Shao

Beijing International Studies University

Fabrice Desmarais and C. Kay Weaver

University of Waikato

Introduction

Gender representation in advertising has been investigated in a wide variety of national contexts, culminating in a significant body of research on this topic (e.g. Kim & Lowry 2005; Hung & Li 2006; Nassif & Gunter 2008; Royo-Vela et al. 2008; Chang & Lee 2011; Knoll et al.2011; Van Hellemont & Van den Bulck 2012). Advertising, marketing, sociology, women’s studies and media studies have all contributed to this body of...

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