Resumen de Chinese advertising practitioners' conceptualisation of gender representation
Yun Shao, Fabrice Desmarais, Kay Weaver
This paper identifies how Chinese advertising practitioners� cultural perceptions of gender influence their creation of advertising representations. The research is based on interviews with creative directors, copywriters, art directors and strategic planners working in China�s advertising industry. The findings shed light on the decision-making processes and cultural, professional and social imperatives, as well as perceptions of audiences that support particular approaches to the encoding of gender in Chinese advertising. The study also provides insight into how advertising practitioners� representation of gender is guided by global (western) and local (Chinese) influences that inform their stereotypical conceptualization of gender differences in terms of shopping behaviours, purchasing power and use of products.
