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...