Document Type

Journal Article

Department/Unit

Department of Communication Studies

Abstract

Purpose ― Based on Tobin et al.’s (2010) gender self-socialization model (GSSM), 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 high schools or university year one participated in a focus group study. 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 character closest to their ideal female image. Female interviewees identified with the urban 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.

Publication Year

2015

Journal Title

Young Consumers

Volume number

16

Issue number

2

Publisher

Emerald Group Publishing Limited

First Page (page number)

222

Last Page (page number)

234

Referreed

1

DOI

10.1108/YC-09-2014-00472

ISSN (print)

17473616‎

Link to Publisher’s Edition

http://dx.doi.org/10.1108/YC-09-2014-00472

Keywords

Gender roles, Advertising effect, Qualitative study, Consumer perception

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