Chinese advertising practitioners’ conceptualisation of gender representation
| Autor: | Yun Shao, Fabrice Desmarais, C. Kay Weaver |
|---|---|
| Rok vydání: | 2014 |
| Předmět: |
Marketing
ComputingMilieux_THECOMPUTINGPROFESSION Conceptualization business.industry Communication media_common.quotation_subject Purchasing power Advertising Representation (arts) Public relations Advertising account executive ComputingMilieux_GENERAL Perception Encoding (semiotics) China business ComputingMilieux_MISCELLANEOUS media_common |
| Zdroj: | International Journal of Advertising. 33:329-350 |
| ISSN: | 1759-3948 0265-0487 |
| DOI: | 10.2501/ija-33-2-329-350 |
| Popis: | 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. |
| Databáze: | OpenAIRE |
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