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How Chinese young consumers respond to gendered advertisements

Kara Chan (Professor, based at Department of Communication Studies, Hong Kong Baptist University, Kowloon Tong, Hong Kong)
Yu Leung Ng (Department of Communication Studies, Hong Kong Baptist University, Kowloon Tong, Hong Kong)
Jianqiong Liu (Department of Communication Studies, Hong Kong Baptist University, Kowloon Tong, Hong Kong)

Young Consumers

ISSN: 1747-3616

Article publication date: 11 November 2014

Abstract

Purpose

The purpose of this study is to examine the effectiveness of advertisements with different female role portrayals in a second-tier city with “first-class opportunities.” Chinese girls and women represent a huge market for personal as well as household goods.

Design/methodology/approach

An experimental study was conducted using a convenience sample of 216 male and female participants aged 17-21 years in Changchun, China. Participants were asked to respond to print advertisements using traditional and modern female images including housewife, cute female, female with classical beauty, sporty, career-minded and neutral (tomboy).

Findings

Results revealed that female participants responded more favorably toward advertisements using female images than male participants. There was no difference in the responses to the six different female images among both male and female participants.

Research limitations/implications

Young consumers in China are not sensitive to the different female images used in the print advertisements. Advertisers can, therefore, enjoy flexibility in the selection of female gender roles for advertisements.

Originality/value

Little is known about how marketers and advertisements can best communicate with young consumers in China using advertisements with different female images. This study fills this literature gap.

Keywords

Citation

Chan, K., Leung Ng, Y. and Liu, J. (2014), "How Chinese young consumers respond to gendered advertisements", Young Consumers, Vol. 15 No. 4, pp. 353-364. https://doi.org/10.1108/YC-09-2013-00398

Publisher

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Emerald Group Publishing Limited

Copyright © 2014, Emerald Group Publishing Limited