Gendered Portrayal in Contemporary Chinese Beauty Video Advertisements

Research Article
Open access

Gendered Portrayal in Contemporary Chinese Beauty Video Advertisements

Tian Lin 1 , Xingyao Wu 2*
  • 1 Foreign Language Faculty, Fujian Normal University, 350007, Fuzhou, China    
  • 2 United World College Changshu China, Changshu, 215500, China    
  • *corresponding author ella.wu24@icloud.com
LNEP Vol.4
ISSN (Print): 2753-7056
ISSN (Online): 2753-7048
ISBN (Print): 978-1-915371-33-1
ISBN (Online): 978-1-915371-34-8

Abstract

Advertising images play a significant role in gender studies because they reflect and model the public's opinions about gender. In this study, we will narrow our focus down to gender role portrayals in contemporary Chinese beauty product video advertising to examine whether they show some particularities. At the same time, we will analyze the representation of both male and female roles and distinguish concept and product advertisements, expecting further discoveries that could be informative and valuable for future studies. First, we intend to unveil the implying messages about gender through the content analysis of a sample of 60 advertisements collected on the website Meihua.info, using different parameters including genders, appearances, family and social identities, and personalities. Then, we attempt to provide possible explanations for these research results, connecting them to specific social backgrounds.

Keywords:

Gender images, gendered aesthetics, advertising

Lin,T.;Wu,X. (2023). Gendered Portrayal in Contemporary Chinese Beauty Video Advertisements. Lecture Notes in Education Psychology and Public Media,4,502-511.
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References

[1]. http://www.definitions.net.

[2]. Pollay, R.W. (1986) The distorted mirror: Reflections on the unintended consequences of advertising. Journal of Marketing, no. 2: 18-36.

[3]. Anna M. Cromim. (2005) Advertising and Consumer Citizenship: Gender, Images, and Rights. Routledge, London, and New York. pp.5.

[4]. William Leiis. et al. (1985) Social Communication in Advertising. Routledge, London. pp.85.

[5]. Kaifang Wang. (2014) Research on Gender Image of TV Advertisement under the Background of Consumer Culture. Heilongjiang University, Heilongjiang. pp:59.

[6]. Mengyuan Yang. (2019) Research on the Recent Ten Years Changes of female advertisement image: A Diachronic Analysis of Annual of Ad Productions in China. Hainan Normal University, Hainan. pp.32.

[7]. Yan Yang. (2013) The Changes of the Male Image in Contemporary Advertising. Nanchang University, Nanchang, Jiangsu. pp.27-30.

[8]. Ting Yu. (2015) Analysis of Male Image Consumption in Modern Advertisement. Nanjing Normal University, Nanjing. pp.23-30.

[9]. Ferguson, J. H., P. J. Kreshel and S. F. Tinkham.(1990) In the Pages of Ms.: Sex Role Portrayals of Women in Advertising. Journal of Advertising, no.19: 40–51.

[10]. Franzoi, S. L. (2001) Is Female Body Esteem Shaped by Benevolent Sexism? Sex Roles, 44:177–188.

[11]. Xiaowei Zhu, Hongru Zhang. (2010) The Alienation of Female Images in Cosmetic Advertisements, Newsworld, 141: pp.123-124.

[12]. Linli Chen. (2014) The Interpretation of Women Images in Cosmetics Advertising. The Science Education Article Collects, 19:142-143.

[13]. Yuan Li. (2020) Communication of Female Consciousness in Cosmetic Advertisement in New Media Era, Heilongjiang University, Heilongjiang. pp:25-31.

[14]. Ying Ye. (2017) Research on Male Image in Video Advertisements of Skincare Products. China West Normal University, Nanchong, Sichuan. pp:19-23.

[15]. Linqi Duan. (2020) Research on the Male Image in Cosmetics Advertising. Xinjiang University, 48-52.

[16]. The National Bureau of Statistics. (2020) The Outline of Chinese Women's Development. http:''www.state.gov.cn/tjsj/zxfb/202010/t20201026-1546608.html.

[17]. Jung, J., & Forbes, G. B. (2006). Multidimensional assessment of body dissatisfaction and disordered eating in Korean and US college women: A comparative study. Sex Roles, 55: 39–50.

[18]. Zhou, Y. (2011) The effect of appearance comparison and internalization of thin-ideal on body satisfaction of the young female. Ningbo University, 3:1-78.

[19]. Rowland-Serdar, B., & Schwartz-Shea, P. (1991). Empowering Women: Self, Autonomy, and Responsibility. The Western Political Quarterly, 44(3): 605–624.

[20]. Xu, H., Tan, Y. (2020). Theory and Practice in Language Studies, 10: 176-188.

[21]. Ling Ding. (2012) A Brief Discussion on the Softening Phenomenon of Male Image in Chinese TV Advertisement. Journalism and Mass Communication Monthly. 1: 65-68.

[22]. Wenming Li, Fuyu Lv. (2014) Development Trend and Countermeasures of Fan Economy. Journal of Fujian Normal University, 6: 136-147.

[23]. Jiejie Li, Yan Qi. (2021) Research on the Construction of Male Image in Female Cosmetics Advertising. Journal of News Research, 7: 207-208.

[24]. Shao Jin, Ning Ni. (2016) Communication characteristics and business models of the community economy. Modern Communication, 4: 113-117.

[25]. Cecilia L. Ridgeway. (2009) Framed before we know it: How Gender Shapes Social Relations. Gender&Society, 23: 145-160.

[26]. Qingxia Gao. (2012) The interpretation of contemporary female cosmetics television advertising. Xiangtan University, Xiangtan, Hunan. pp.18.

[27]. Juan Li. (2013) Gender Differences and Role Orientation in Confucianism. Social Sciences in Yunnan. 1: 61-65.

Cite this article

Lin,T.;Wu,X. (2023). Gendered Portrayal in Contemporary Chinese Beauty Video Advertisements. Lecture Notes in Education Psychology and Public Media,4,502-511.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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About volume

Volume title: Proceedings of the International Conference on Interdisciplinary Humanities and Communication Studies (ICIHCS 2022), Part 3

ISBN：978-1-915371-33-1(Print) / 978-1-915371-34-8(Online)
Editor：Muhammad Idrees, Matilde Lafuente-Lechuga
Conference website: https://www.icihcs.org/
Conference date: 18 December 2022
Series: Lecture Notes in Education Psychology and Public Media
Volume number: Vol.4
ISSN：2753-7048(Print) / 2753-7056(Online)

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References

[1]. http://www.definitions.net.

[2]. Pollay, R.W. (1986) The distorted mirror: Reflections on the unintended consequences of advertising. Journal of Marketing, no. 2: 18-36.

[3]. Anna M. Cromim. (2005) Advertising and Consumer Citizenship: Gender, Images, and Rights. Routledge, London, and New York. pp.5.

[4]. William Leiis. et al. (1985) Social Communication in Advertising. Routledge, London. pp.85.

[5]. Kaifang Wang. (2014) Research on Gender Image of TV Advertisement under the Background of Consumer Culture. Heilongjiang University, Heilongjiang. pp:59.

[6]. Mengyuan Yang. (2019) Research on the Recent Ten Years Changes of female advertisement image: A Diachronic Analysis of Annual of Ad Productions in China. Hainan Normal University, Hainan. pp.32.

[7]. Yan Yang. (2013) The Changes of the Male Image in Contemporary Advertising. Nanchang University, Nanchang, Jiangsu. pp.27-30.

[8]. Ting Yu. (2015) Analysis of Male Image Consumption in Modern Advertisement. Nanjing Normal University, Nanjing. pp.23-30.

[9]. Ferguson, J. H., P. J. Kreshel and S. F. Tinkham.(1990) In the Pages of Ms.: Sex Role Portrayals of Women in Advertising. Journal of Advertising, no.19: 40–51.

[10]. Franzoi, S. L. (2001) Is Female Body Esteem Shaped by Benevolent Sexism? Sex Roles, 44:177–188.

[11]. Xiaowei Zhu, Hongru Zhang. (2010) The Alienation of Female Images in Cosmetic Advertisements, Newsworld, 141: pp.123-124.

[12]. Linli Chen. (2014) The Interpretation of Women Images in Cosmetics Advertising. The Science Education Article Collects, 19:142-143.

[13]. Yuan Li. (2020) Communication of Female Consciousness in Cosmetic Advertisement in New Media Era, Heilongjiang University, Heilongjiang. pp:25-31.

[14]. Ying Ye. (2017) Research on Male Image in Video Advertisements of Skincare Products. China West Normal University, Nanchong, Sichuan. pp:19-23.

[15]. Linqi Duan. (2020) Research on the Male Image in Cosmetics Advertising. Xinjiang University, 48-52.

[16]. The National Bureau of Statistics. (2020) The Outline of Chinese Women's Development. http:''www.state.gov.cn/tjsj/zxfb/202010/t20201026-1546608.html.

[17]. Jung, J., & Forbes, G. B. (2006). Multidimensional assessment of body dissatisfaction and disordered eating in Korean and US college women: A comparative study. Sex Roles, 55: 39–50.

[18]. Zhou, Y. (2011) The effect of appearance comparison and internalization of thin-ideal on body satisfaction of the young female. Ningbo University, 3:1-78.

[19]. Rowland-Serdar, B., & Schwartz-Shea, P. (1991). Empowering Women: Self, Autonomy, and Responsibility. The Western Political Quarterly, 44(3): 605–624.

[20]. Xu, H., Tan, Y. (2020). Theory and Practice in Language Studies, 10: 176-188.

[21]. Ling Ding. (2012) A Brief Discussion on the Softening Phenomenon of Male Image in Chinese TV Advertisement. Journalism and Mass Communication Monthly. 1: 65-68.

[22]. Wenming Li, Fuyu Lv. (2014) Development Trend and Countermeasures of Fan Economy. Journal of Fujian Normal University, 6: 136-147.

[23]. Jiejie Li, Yan Qi. (2021) Research on the Construction of Male Image in Female Cosmetics Advertising. Journal of News Research, 7: 207-208.

[24]. Shao Jin, Ning Ni. (2016) Communication characteristics and business models of the community economy. Modern Communication, 4: 113-117.

[25]. Cecilia L. Ridgeway. (2009) Framed before we know it: How Gender Shapes Social Relations. Gender&Society, 23: 145-160.

[26]. Qingxia Gao. (2012) The interpretation of contemporary female cosmetics television advertising. Xiangtan University, Xiangtan, Hunan. pp.18.

[27]. Juan Li. (2013) Gender Differences and Role Orientation in Confucianism. Social Sciences in Yunnan. 1: 61-65.

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