Adolescents’ interpretations of female

images in advertisements

Prof. Kara Chan & Mr. Yu Leung Ng

Department of Communication Studies,

Hong Kong Baptist University

City University of Hong Kong Research Seminar2 February 2015

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A glimpse of my

ideal female role

model in a lunch

sponsored by

Zonta Club

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Kara at age 14

Introduction

The media plays an influential role in the socialization of adolescents (Arnett, 1995)

Media provide adolescents a wide range of ideal images (Arnett, 1995)

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Theories

According to the theory of self-socialization, adolescents model the behaviors of ideal role models on media

They seek out information actively to monitor and change their own behaviors to fit in with their ideal gender images (Arnett, 1995; Brown, 2000)

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Hirschman and Thompson (1997)’s

three interpretive strategies of

media images

Aspiring: a media image is interpreted as

an ideal self-image that media users can

aspire to

Media users will build a desired and ideal

self-concept, value, belief and

characteristics similar to the ideal image

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Hirschman and Thompson (1997)’s

three interpretive strategies of

media images

rejecting: separating the self-concept and

the undesired media image

Media users criticizing the value, belief

and characteristics of the media image

and expressing how it differs from his/her

own self-concept

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Hirschman and Thompson (1997)’s

three interpretive strategies of

media images

identifying: a media image is interpreted as

images that media users can relate their

self-concept to

Media users reflect and personalize their

own values, beliefs, and interests and

conceive them to be united with the

person portrayed in the media

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Research question

how Chinese adolescent girls and boys

aspire, reject, or personalize (internalize)

the female images in advertisements?

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Why we choose advertisements?

They are of high visibility

They are repeated frequently

They are produced skillfully by

communication professionals to appeal to

the audience

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How females are portrayed in HK

advertisements Female characters were classified into

four beauty types including classic, sexy,

cute/girl-next-door and trendy (Chan and

Cheng, 2012; Frith et al., 2004)

Classic beauty type occurred most

frequently in Hong Kong magazine

advertising (Chan and Cheng, 2012)

Sexy and trendy: Caucasian models

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Classic

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Sexy

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Cute/

girl-next-door

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Trendy

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In China

Hung et al., (2007) identified four types of

female ideal in Chinese magazine

advertisements

cultured nurturer, strong woman, flower

vase and urban sophisticate

Urban sophisticate image occurred most

frequently

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More specific research questions

How do Chinese adolescent girls and boys

perceive the (1) appearance, (2)

personality (3) work and family life of

female images in gendered advertisements?

(4) To what extent Chinese adolescent

girls and boys aspired to, reject, or identify

with the female images in gendered

advertisements?

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STUDY 1

conducted among mainland Chinese

adolescents

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Participants

Thirty-two interviewees from 16

provinces

Boys = 15; Girls = 17

Ages: 15 to 19 years

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Procedures

Three selected advertisements to

represent three distinctive types of

female images

Conducted in January and February

2013

Obtained verbal consent from

parents

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Television commercials

Classical female

Mary Kay beauty services television commercial

http://v.youku.com/v_show/id_XODAwMzExODQ=.html

Strong woman

Tsinghau Tongfang U49F laptop computer television commercial

http://v.youku.com/v_show/id_XNjA5NDQzODg0.html

Urban sophisticate female

e-life smart phone television commercial

http://v.youku.com/v_show/id_XMjkzMjUxNTg0.html

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Show three commercials

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Data analysis

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No. A TVC1 A TVC2 A TVC3

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屬於東方人里面比較西方化的. 鼻樑比較高挺, 眼睛很大, 有閃光的感覺. 整個人身高也比較協調,

看上去就是非常自信

長相比較妖媚, 有點小妖精的那種感覺. 她的長相和她的年齡應該是不相符合的, 比她的實際年齡更成熟一些. 眼睛是上挑型的, 感覺很奇怪

給人的感覺是比較可愛, 是典型的韓系女生的長相. 長相五官都屬於比較小巧玲瓏型的,

給人的感覺非常的可愛甜美

2

給我感覺是很高貴, 有一種外國的那種大女人的范兒在裡面, 很有氣場, 有點像貴婦人的氣質.

給我感覺是很粗獷, 也很有范的那種感覺, 但是我覺得她跟第一個廣告比起來的她的那種氣質更傾向於中國北方女生那種有點霸氣的樣子, 氣質相對於第一個來說要差一點.

有點清純, 有點小女生的味道, 沒有特別突出的地方.

3 很漂亮, 有成熟女性的那種韻味長得很有個性, 不能算好看或者漂亮. 屬於那種看了一眼就很容易記住長相的類型 比起漂亮用可愛形容更貼切, 很陽光

4

比較成熟的女人, 因為年紀比較大. 相貌就是一般人, 個人感覺有點女強人 長相方面就很不喜歡她, 小眼睛的 有小孩的感覺, 長得還可以, 挺可愛的

5

看起來比較端莊, 屬於比較優雅, 很東方, 很成熟,

很居家型的把頭髮扎起來, 行動和語氣感覺比較幹練, 比較男性化.

感覺挺可愛, 比較休閒, 在家裡穿的衣服也比較舒適, 比較小女生氣.

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好像是大陸影星, 樣子比較老氣, 不過都算ok漂亮,

總會露出牙齒, 展現燦爛的笑容. 幾端莊優雅, 一副女強人, 又入得廚房, 出得廳堂的樣子

樣子不算漂亮, 不過挺有個性之類的, 不過不化妝看起來正常一點, 好普通那種.

我覺得清秀或者可愛型的女孩子. 年輕又有活力, 穿著都ok, 是個靚女.

7 看上去大概是中年, 外貌是比較端莊, 比較知性 外貌是比較個性一點, 比較中性 外貌是比較年輕, 比較清純和造型多變的

Appearance: Classical female

mature, dignified, intellectual, elegant,

beautiful, and sophisticated

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Appearance: Classical female

“This is a mature woman. She pays attention

to the details of her appearance. For

example, the makeup and the clothing are

matched perfectly. It fulfills our traditional

aesthetic standard for Chinese females.”

(male, age 17)

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Appearance: Classical female

“The ad showed her college graduation, her

wedding and her working conditions. At

different life stages, she appears to be very

dignified and noble. She seems to have an

invisible crown on her head. She looks like a

champion in the Miss World contest.”

(female, age 17)

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Appearance: Strong woman

wild, unique, trendy, and not pretty

heavy makeup and fashionable

clothing

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Appearance: Strong woman

“She is very special. Neutral, or even

masculine. She looks grand and a bit pushy.”

(male, age 19)

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Appearance: Urban sophisticated

cute, pure, young, gentle, and sweet

Four male interviewees commented

that she looks like a child

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Appearance: Urban sophisticated

“She is pretty, petite, and sweet. Her clothes

are trendy. A bit cute and playful.”

(female, age 16)

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Appearance: Urban sophisticated

“She is very pretty. She gives people a

refreshing feeling. She is not as mature as

the lady in the first commercial and not as

extreme as the woman in the second

commercial. Her outlook makes me feel

comfortable. She is approachable.”

(male, age 17)

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Personality: Classical female

gentle, warm, competent, and

mature

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Personality: Classical female

“She has the combination of strength and

gentleness. I think she is intelligent, has her

own thinking about life, and possesses

sophisticated taste.”

(male, age 19)

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Personality: Strong woman

Individualistic, strong-minded, brave,

sharp, and passionate

She cared little about what others

think and do

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Personality: Strong woman

“She is lively, individualistic, and independent.

She is well prepared for everything. Highly

motivated and has the courage to express

herself.”

(female, age 19)

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Personality: Urban sophisticated

Youthful, lovable, cheerful, dependent

and emotional

Optimistic and was willing to accept

new things

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Personality: Urban sophisticated

“Feels like a girl next door, very friendly and

simple-minded. She always holds the phone,

indicating that she is fashionable. And she

looks weak, trigging men’s desire to protect

her.”

(female, age 19)

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Work/family life: Classical female

A good work-family balance

A happy family and a successful career

Take good care of her husband and stayed

in good terms with him

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Work/family life: Classical female

“A woman who has a very successful family

and career. She enjoys a good relationship

with her husband. The family relationship is

harmonious. Everyone is going to envy her.

She is very capable at work. She may be an

excellent model from school to work.”

(female, age 17)

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Work/family life: Strong female

Living alone

Paid much attention to her work

Engaged in a stressful and unstable

career

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Work/family life: Classical female

“She is a strong woman who is young and

workaholic. Maybe due to family reasons,

she has to work very young. She doesn’t

have time and energy to fall in love.”

(female, age 17)

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Work/family life: urban sophisticated

Easy and relaxing life

Not married, but had a steady

boyfriend

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Work/family life: urban sophisticated

“She probably is a fashion designer. She

treats her work as a hobby. She can make

some money. The job is not tiring and she

has a lot of fun. Her life is quite good. She

has a great relationship with her boyfriend.

She must come from a wealthy family and

does not need to worry about daily life.”

(female, age 15)

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Research question 4:

Ideal female image

18 interviewees chose the urban

sophisticated female (7 females; 11 males)

Female interviewees expressed their

identification with her and aspiration for

her colorful life and her good relationship

with the boyfriend

Male interviewees said the girl in the ad

was cute, active, and beautiful

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Ideal female image

11 chose the classical female (7 females; 4

males)

Female participants expressed their

aspiration for her ability to balance family

and work, as well as her self-confidence

and independence

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Ideal female image

3 selected the strong woman in the

second ad (3 females)

They appreciated her great performance

in the television program “The Voice of

China” and her pursue of self fulfillment

No explicit expression of aspiration nor

identification

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Ideal female image

No male interviewee selected the strong

woman

Some male interviewees expressed their

rejection of her

They perceived her aggressive, and difficult

to get alone with

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Discussion

This study provided empirical evidence of

Arnett’s (1995) theory of self-socialization

Interviewees were active in reflecting

their ideal female images from the three

advertisements. The female interviewees

chose female images that were best suit

their ideal appearance, personality, as well

as work and family life aspiration

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Discussion

Based on the Hirschman and Thompson’s

(1997) three interpretive strategies, female

interviewees

identified with the urban sophisticated

aspired to the classical female

rejected the strong woman

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discussion

Male interviewees expressed qualities of

their ideal female images

appreciated with the urban sophisticated

Appreciated the classical female (for the

future)

rejected the strong woman

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Marketing implications

Urban sophisticated: safe choice; good for

products that are present oriented

Mature: good for products that are future

oriented or more long-term oriented e.g.

banking services

Strong: careful in using them; good for

niche market

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STUDY 2

conducted among Hong Kong Chinese

adolescents

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4 TVCs using focus-group method

Canon “urban sophisticated”

Coco Chanel “strong woman”

Kellogg’s “flower vase”

Kinder Joy “cultured nurturer”

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Participants

48 interviewees , 12 from each grade of

secondary form 3, 4, 5, 6 or university

freshman

M= 24; F = 24

Conducted in January-Feb, 2014

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Results: appearance

type descriptions

Urban

sophisticated

Agreeable, cute, casual, dressing

according to her age

Strong woman Cool, elegant, the right body for a

model; heavy make-up; fashionable

clothing, a bit mascular

Flower vase Tall, tin, sweet

Cultured

nurturer

Hair style (a bun) appropriate for

housework, cannot wear beautiful

clothing, not much description about

her

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personality

type descriptions

Urban

sophisticated

Outgoing, active, kind, enthusiastic,

curious about new things, warm,

cheerful

Strong woman Wild, confident, unique, strong,

independent

Flower vase Showy, confidence in her beauty

Cultured

nurturer

Kind-hearted, caring (nothing said about

her intelligence or ability)

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Work/family life

type descriptions

Urban

sophisticated

From a rich family, not in steady relation,

having an easy job, may be working in

the creative industry, worry-free

Strong woman Single, career-minded, despises men

who dates her, having a high-pay job

Flower vase Single, keen to be attractive to the

other sex, no need to work, easy life

Cultured

nurturer

Full-time homemaker, full concentration

on taking care of kids

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Your ideal female image

type Freq

Urban sophisticated 29

Strong woman 5

Flower vase 3

Cultured nurturer 5

None of them 6

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findings

Female interviewees aspired to the urban

sophisticated female for her freedom and

enjoying life when young, Some identified

with her for her passion,

Male interviewees aspired to have active

females to be their ideal female images for

her friendliness and outgoingness

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findings

Rejecting strong woman

Some female interviewees identified with

the flower vase for they perceived that

girls should be fit

Female interviewees aspired to the

cultured nurtured because they wanted

to be a good mom, and that family meant

a lot to them

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implications

Ideal female image in demonstrated

through an active lifestyle, interaction

with others, freedom from locality, and

have sufficient economic means to pursue

her dreams

Not such a beautiful face, perfect skin, or

a thin body

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Limitations

Results not able to generalize to the

population

Advertising stimulus not compatible in

execution styles or level of persuasiveness

Brand image may interfere

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Future studies

Laboratory design by constructing

different female images and test their

effectiveness

Autovideography method: asking

participants to construct a collage of ideal

female (or male) images from the media

images

Repeat the same study with prompts of

different male images

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Further reading

Ng, Y.L, and Chan, K. (2015, forthcoming)

Interpretation of female images in

advertising among Chinese adolescents,

Young Consumers.

Ng, Y. L. and Chan, K. (2014) Do females in

advertisements reflect adolescents’ ideal

female image?, Journal of Consumer

Marketing, 31(3), 170-176.

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Q & A

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