The female consumer and her representation in modern advertising in China

Abstract

This thesis aims at exploring the characteristics of the Chinese urban female consumer and the role of advertising in promoting the creation of the consumer’s identity. The increase in the consumption level has redefined consumer behaviour and women have established themselves as a strong market segment in China. I have structured my dissertation into four chapters. The first chapter starts with a description of the evolution of the Chinese female consumption. I have analyzed the roles and values of the female consumer over the time and her establishment in the 21st century as a modern woman. In the second chapter the consumer analysis will be enriched with the description of the features of three groups of female consumers in China. The third chapter investigates women’s new needs through a lifestyle analysis. Chinese women are now asking for new products. Lifestyles have changed and marketers need to develop new marketing strategies to reach Chinese women. The fourth section describes the role of the advertising industry in China and gives a brief historical description of advertising and women’s representation. From this analysis some contradictions have emerged. In some cases the female figure is still linked to the past ideals. Others represent a modern woman who follows the new trends and Western influences. The previous chapters provide a frame of reference for the analysis of some Chinese advertisements showing gender stereotypes and the leftover women phenomenon.