Content Analysis of Gender Representation in Advertising in China
A Report Commissioned by UNICEF China and UN Women China
- 中文
- English
Highlights
Media and advertising play a crucial role in shaping children's and adolescents' perceptions of the world. Promoting positive gender socialization in advertising means ensuring that the content they consume fosters inclusive and diverse social norms, rather than reinforcing harmful stereotypes that can negatively impact their development.
This joint study by the Geena Davis Institute, with technical support from UNICEF China and UN Women China, analyzes 1,000 of the most widely viewed advertisements in China in 2022 to examine how roles and narratives are portrayed across TV, the internet, and social media. By identifying trends in representation—such as leadership, caregiving, and everyday scenarios—the research provides insights to support key stakeholders in advertising to create more inclusive and empowering portrayals of both girls and boys.
