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Please use this identifier to cite or link to this item: http://dspace.bu.ac.th/jspui/handle/123456789/3720

Title: The Female Stereotype: A Case Study of Chinese TV Commercials in China
Authors: Deng Shuang
Keywords: TV commercials
The female stereotypes
Physical attractiveness
Role behavior
Issue Date: 2019
Publisher: Bangkok University
Abstract: In today's society, because the development of the mass media, advertising has become a part of our lives. Advertising is a reflection of social culture, and it can deeply affect our daily life. Among the many advertisements, the status of TV commercials is particularly important. The wide coverage of TV commercials, coupled with the sound, text, and images, so that it can be said that have a certain degree of guiding effect on the choice of the mass public. Females are an important element of social composition, meaning that the significance of female unique, and the females is a symbol of beauty. In our commercial advertisements, the most common way be used is to combine the image of female and the products. The advertisers let female display their products through specific language and actions, attracting the attention of the audience that’s the reason the females be highly valued by advertisers. Inevitably in this process, in China, the patriarchal society is deeply rooted, and this kind of thinking leads to a stereotype of women in Chinese commercial advertisements that cater to the men’s aesthetic. This research analyzes the female stereotypes among 58 Chinese TV commercials from Hunan Satellite TV in the third week of November 2018, uses the content analysis method to analyze the female stereotypes in three aspects: physical attractiveness, role behavior and occupation. This research will analysis what kind of image does the female always been portrayed, what is their representative behavior in daily life and what kind of occupations suitable for the female in advertiser’s mind, also provides some valuable advice for the elimination of the negative female stereotypes in Chinese TV commercials.
Description: Independent Study (M. Com. Arts)--Strategic Communications, Graduate School, Bangkok University, 2018
Subjects: Advertising
Women in the advertising industry
Sex role in advertising
Advisor(s): Patama Satawedin
URI: http://dspace.bu.ac.th/jspui/handle/123456789/3720
Appears in Collections:Independent Studies
Independent Studies - Master

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