Images of the contemporary woman in advertising in China a Content analysis

Research output: Journal Publications and Reviews (RGC: 21, 22, 62)21_Publication in refereed journalpeer-review

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Original languageEnglish
Pages (from-to)7-28
Journal / PublicationJournal of International Consumer Marketing
Issue number2
Publication statusPublished - 25 Nov 2006
Externally publishedYes


With changing social expectations, rising living standards, and increasing Western influences in China, young Chinese women residing in urban areas have developed an awareness of their new identities as contemporary women distinct from the traditional or revolutionary ideals of the past. The current study examines the images of women depicted in a representative sample of magazine advertising in China. Of the 427 magazine ads examined, over 80% featured one or more images of contemporary Chinese woman: nurturer (8%), strong woman (12%), flower vase (28%), and urban sophisticate (44%). Further, the findings showed specific correlations between the featured images and (1) product categories, (2) magazine type, and (3) presenter ethnicity. Implications of the findings are discussed. Copyright (c) by The Haworth Press, Inc. All rights reserved.Journal of International Consumer Marketing192200610257280896-1530PDFEnglisharticle © Copyright (c) by The Haworth Press, Inc. All rights reserved.

Research Area(s)

  • Chinese consumers, Content analysis, Portrayal of women in advertising