A gender portrayal of children’s television commercials in mainland China

Krystie Wong, Kara K W Chan

Research output: Chapter in book/report/conference proceedingChapterpeer-review


This study examined gender-role and gender-trait portrayal of television commercials in children’s programs in China using content analysis. Altogether 139 unduplicated commercials broadcast on the Central China Television (CCTV) channel and three regional television channels in 2002 were coded. Results show that males dominated the voice-overs. Males were more likely to be portrayed in independent roles while females were more likely to be portrayed in relationship roles. Males were more often featured in active, aggressive and anti-social activities while females were more often featured in inactive, dependent, and caring/sharing activities. Commercials targeted at both children and adults were more gender stereotyped than those only targeted at adults. Gender stereotypes in children’s television commercials were attributed to traditional paternal cultural values and higher moral expectation for females.

Original languageEnglish
Title of host publicationInternational Advertising and Communication
Subtitle of host publicationCurrent Insights and Empirical Findings
EditorsSandra Diehl, Ralf Terlutter
PublisherDeutscher Universitäts Verlag - Springer
Number of pages23
ISBN (Electronic)9783835057029
ISBN (Print)9783835004559
Publication statusPublished - 2006

User-Defined Keywords

  • Gender Role
  • Gender Stereotype
  • Central Character
  • Female Character
  • Television Commercial


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