Images of the Contemporary Woman in Advertising in China

Abstract

Abstract 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.