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The Frontiers of Society, Science and Technology, 2021, 3(2); doi: 10.25236/FSST.2021.030209.

Chinese and American female images – Comparing TV advertisement in 2010, 2015 and 2020


Shuyi Gong1, Chuanqi Li2

Corresponding Author:
Shuyi Gong

1Shenzhen Tourism College, Jinan University, Shenzhen, 518053, China

2Miss Hall's School, Pittsfield, 01201, the United States


As a prominent part of study, female image in the mass media serve as a dimension that worth studying. The purpose of the project is to compare female images on TV commercials between China and the United States in 2010, 2015 and 2020 in a cross-cultural view. Research contains 125 American advertisements and 76 Chinese advertisements as 2 samples to represent the countries. Partly based on Bem Sex Role Inventory, the code table includes 6 sections: appearance, age, and occupation, dimension of product, occasion and personality. Both China and the US are in a transitional period from tradition to modernity, but manifested in different forms.


gender role, advertisement, intercultural comparison, stereotype

Cite This Paper

Shuyi Gong, Chuanqi Li. Chinese and American female images – Comparing TV advertisement in 2010, 2015 and 2020. The Frontiers of Society, Science and Technology (2021) Vol. 3, Issue 2: 51-55. https://doi.org/10.25236/FSST.2021.030209.


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