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Cross-cultural comparison of women's representations between British and Chinese television advertisements

Gong, Shulin 2018. Cross-cultural comparison of women's representations between British and Chinese television advertisements. PhD Thesis, Cardiff University.
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This research examines the similarities and differences of television advertising representations of women between the UK and China, by this means raises the issue of how the globalised situation frames the contest and coalesce between 'real'/'represented' and 'Eastern'/'Western' women. This study contributes to knowledge by combining representations with cultural and cross-cultural theories and by extending current debates about gendered representations into a cross-cultural field. This research assesses the roles of advertising in the construction of woman and femininity by semiotics approaches, and carries out theoretical disclosure of women's representations by the exploration of gender practice in advertising. Moreover, by the comparison of the female-related content in television advertisements between China and the United Kingdom, this study explores the different social cultures and power structures behind women's advertising representations between the UK and China. On the basis of theoretical considerations of orientalism, feminism and gender studies, this research argues that the similarities and differences of women's representation between British and Chinese television advertisements are produced by the combination of factors including traditional cultural and social values, gender concepts in cultures, the developments of advertising industries, media laws and regulations, politics, globalisation and the developments of feminism in the UK and China.

Item Type: Thesis (PhD)
Date Type: Submission
Status: Unpublished
Schools: Journalism, Media and Culture
Subjects: H Social Sciences > H Social Sciences (General)
Date of First Compliant Deposit: 28 May 2019
Date of Acceptance: 28 May 2019
Last Modified: 28 May 2020 02:05

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