Master of Arts (Applied Linguistics)

This study explores the representations of gender through the online images, such as the figures, clothing and poses of male and female participants in selected Chinese perfume advertisements to investigate how gender representations in Chinese advertising are constructed and how they relate to traditional gender ideologies in China. Selected advertisements from official websites or official shopping sites of Chinese perfume brands are examined to identify choices that might reflect Chinese gender ideologies in society. By applying Multimodal Discourse Analysis (MDA) as the overall analytical framework, this study delves into advertisers’ choice of words and images in representations of gender to uncover possible gender stereotypes. It also tries to help Chinese people recognize the potential gender stereotypes hidden in daily advertisements, which might be beneficial to raising the awareness on gender issues in Chinese society.

Through the analysis of the selected Chinese perfume advertisements, the linguistic and visual models of representation are each analyzed using Lazar’s (2006) lexical analysis and Kress and van Leeuwen’s visual semiotic theory (2006) to study how men and women are portrayed through words and images. More specifically, lexical analysis is used to analyze the choice of words and phrases used in chosen advertisements. Kress and van Leeuwen’s visual semiotic theory (2006) is used to analyze the visual aspects such as colors, gestures and distance in terms of the representational meanings and interactional meanings in chosen advertisements. Both of the analyses are explored with respect to gender ideologies in China.

Based on the findings, men and women are differently represented in perfume advertising in China. On a linguistic level, it is revealed that the representation of women is usually connected with their appearance while the inner qualities are the central focus in presenting men’s images. Also, women are regarded as men’s accessories in most advertisements, while men are represented as having dominant, independent as well as powerful roles. On a visual level, it is found that female images are related to women’s beautiful appearances and younger ages while advertisers pay more attention to men’s bodies and Chinese masculinities, and also men’s images are not limited by their ages.

With the findings from a multimodal discourse analysis (MDA), it is indicated that the gender representations in perfume advertising in China carry stereotypical gendered notions indeed. The reasons behind might be related to traditional gender ideologies in China. At the same time, the emphasis on men’s and women’s attributes and appearances in advertisements may reinforce the Chinese traditional stereotypes in turn due to the main functions of advertisements. The viewers might be influenced by these stereotypical advertisements unconsciously.

With the recognition that gender-stereotypic portrayals in Chinese advertising can significantly affect people’s views of men and women, it is necessary for people to identify these traditional gender stereotypes in daily advertisements and to avoid being guided by them. Thus, there will be less and less gender stereotypes in society and these stereotypes will be in decrease in Chinese advertisements, which might contribute to a more open environment for both men and women’s individual development in China because they might have less opportunities to be exposed to these gender stereotypes.