What do adolescent girls learn about gender roles from advertising images?

Chan, Kara K W; Ng, Yu Leung; Williams, Russell

doi:10.1108/17473611211282608

Cited by 14 publications

(23 citation statements)

References 23 publications

(31 reference statements)

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“…For the "flower vase", most interviewees rejected her because she is only concerned with her appearance. This supports the view of adolescent girls criticizing skinny female images in ads (Chan et al, 2012a).…”

Section: Discussionsupporting

confidence: 80%

“…In the current study, we selected four types of female images, including "flower vase" (appearance), urban sophisticate (personality and leisure), strong woman (work), and cultured nurturer (family) that were close to the four gender themes, i.e. appearance, personality, work, and family (Chan et al, 2011;Chan et al, 2012a;Chan and Ng, 2013a). Qualitative method is desirable for the present study because it treats participants as reflexive, meaning-making, and intentional actors but not as subjects (Marecek, 2003).…”

Section: Adolescent Responses To Gendered Advertisementsmentioning

confidence: 99%

“…There is a tremendous amount of gender-related messages in the media (Chan, 2014). Using an auto-videography approach by asking adolescents to record images from the media that they encountered in their everyday experience, previous research on gender found four dominant themes for gender roles and identities: appearance, personality, work, and family (Chan et al, 2011;Chan et al, 2012a;Chan and Ng, 2013a). Using the GSSM as a theoretical framework, the present study attempts to investigate how adolescents respond to the four gender themes.…”

Section: Introductionmentioning

confidence: 99%

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Interpretation of female images in advertising among Chinese adolescents

Chan

2015

Young Consumers

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PurposeTobin et al. 's (2010) gender self-socialization model (GSSM) -Based on , a focus group study was conducted to examine how Chinese adolescent girls and boys interpret female images in gendered advertisements.Design/methodology/approach -Forty-eight Hong Kong adolescents studying in participated in a focus group study high schools or university year one . Four advertisements with different types of female images were presented. Interviewees were asked to discuss the appearance, the personality, and the work and family life of the female characters in the advertisements. Interviewers then asked them to select the one most closely representing their ideal female image. Findings -Most of the interviewees chose an urban sophisticate as the characterFemale interviewees identified with the urban closest to their ideal female image.sophisticate and aspired to the cultured nurturer image. However, they rejected the strong woman and the "flower vase" female images.Research limitations -The generalizability of the findings was limited because of the small sample size and non-probability sampling.Marketing implication -When targeting adolescents, advertisers should consider using female images displaying a personality that is neither too strong nor too weak.Originality/value -This is the first study to investigate how Hong Kong adolescents interpret female images from gendered advertisements. This study also clarifies the gender concepts to explain how adolescents perceive gendered ads.

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Section: Discussionsupporting

confidence: 80%

Section: Adolescent Responses To Gendered Advertisementsmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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Interpretation of female images in advertising among Chinese adolescents

Chan

2015

Young Consumers

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“…Penelitian yang dilakukan oleh Kara Chan (2011) di Taiwan menjadi referensi peneliti untuk melihat bagaimana peran tokoh terkenal atau selebriti membentuk suatu konsep di benak remaja. Kara Chan meneliti konsep gender yang remaja perempuan dapatkan dari selebritis.…”

Section: Gambar 1 Postingan Instagram Bertagar #Loveunclassified

HUBUNGAN ROMANTIS DI MEDIA SOSIAL (Resepsi Pengguna terhadap Keterbukaan Hubungan Romantis yang Diunggah Selebgram di Instagram)

Lestari¹

2019

komuniti

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ABSTRAKMelalui analisis resepsi yang Stuart Hall, penelitian ini bertujuan untuk mengetahui resepsi pengguna mengenai keterbukaan hubungan romantis yang ada di instagram. Seluruh informan bergender perempuan dengan latar belakang usia dan profesi yang beragam. Setelah melakukan pengumpulan data melalui metode wawancara dan dokumentasi, didapatkan hasil jika norma agama dan adat budaya membentuk batasan pada postingan-postingan yang ditoleransi untuk disebarkan di instagram. Para informan menyetujui jika pernikahan merupakan cita-cita pada hubungan romantis dan menjadi institusi yang melegalkan segala keterbukaan hubungan romantis di instagram. Realitas di instagram menciptakan nilai dan konsep baru di dunia nyata, salah satunya adalah standarisasi pernikahan yang instagram-able. Di samping itu, sebagian besar informan tidak menyetujui apabila kemesraan diekspresikan secara berlebihan di instagram karena bertentangan dengan norma moral yang berlaku secara kolektif di masyarakat. Perbedaan resepsi terjadi pada informan yang memiliki latar belakang gaya hidup terbuka, postingan kemesraan yang diunggah di instagram ditoleransi selama pihak berwenang belum melakukan tindakan terkait postingan yang dianggap meresahkan di dunia maya. ABSTRACTUsing Stuart Hall's reception analysis, this study aims to know the user's reception of romantic relationship that discloses in instagram. All informants are female with various age and profession background. After data collection through interview and documentation method, obtained the result that the norm of religion and culture are forming restriction of instagram posts that is tolerable to share. Informants agreed that marriage is such an ideal of romantic relationship and become an institutions that legalized all the romantic relationship disclosure in instagram. Instagram creates a new idea and value that can be adopted in the real world, one of which is standardization of instagramable wedding celebration. Moreover, some of informant did not approve that intimate which involve physical contact express in instagram because contrary to the collective norms. But, the difference receptions occur on an informant who has open lifestyle, intimate posts in instagram are tolerable as long as the authorities have yet to take any action related to post that considered as disturbing content in cyber world.

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“…Messages in the media mirror social and psychological beliefs and attitudes about, and values associated with, beauty, which can affect consumers' perceptions of their beauty ideal (Chan, Ng, & Williams, 2012;Luther, 2009). Cosmetics advertisements present the exemplary female prototype or the ideal beauty image of a society (Bjerke & Polegato, 2006).…”

mentioning

confidence: 99%

Cosmetics Advertisements in Women's Magazines: a Cross-Cultural Analysis of China and Korea

Park

Sung

2015

soc behav pers

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We analyzed the content of cosmetics advertisements in women's magazines published in China and Korea and compared the Chinese ideal of beauty and psychosocial values to those of Korea. Our analysis of 341 advertisements showed that 62% of Korean advertisements were for domestic brands, and 46.2% depicted Korean models, with 19.3% depicting white models, whereas 75% of the Chinese cosmetics advertisements were for international brands, and 26.5% of them featured Chinese models, with 32.7% depicting white models. The results indicate that advertisers in the Chinese magazines more strongly presented Western images as ideals of beauty than did advertisers in Korean magazines. We also found that a high number of cosmetics advertisements in the Chinese magazines contained price information and emphasized psychosocial values, such as activeness and self-confidence, which were less common in advertisements in the Korean magazines. The results imply that Chinese consumers expect concrete product benefits and are more likely to aspire to Western-type beauty than are Korean consumers.The Asian cosmetics market is fast growing. As competition has intensified, companies have begun using a wide range of strategies to improve their positions SOCIAL

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What do adolescent girls learn about gender roles from advertising images?

Abstract: The images included in this article are taken by the research interviewees and are reproduced with their permission. The published journal articles do not have these images.

Cited by 14 publications

References 23 publications

Interpretation of female images in advertising among Chinese adolescents

Interpretation of female images in advertising among Chinese adolescents

HUBUNGAN ROMANTIS DI MEDIA SOSIAL (Resepsi Pengguna terhadap Keterbukaan Hubungan Romantis yang Diunggah Selebgram di Instagram)

Cosmetics Advertisements in Women's Magazines: a Cross-Cultural Analysis of China and Korea

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