Abstract
Advertising images play a significant role in gender studies because they reflect and model the public's opinions about gender. In this study, we will narrow our focus down to gender role portrayals in contemporary Chinese beauty product video advertising to examine whether they show some particularities. At the same time, we will analyze the representation of both male and female roles and distinguish concept and product advertisements, expecting further discoveries that could be informative and valuable for future studies. First, we intend to unveil the implying messages about gender through the content analysis of a sample of 60 advertisements collected on the website Meihua.info, using different parameters including genders, appearances, family and social identities, and personalities. Then, we attempt to provide possible explanations for these research results, connecting them to specific social backgrounds.
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