Research On Gender Discrimination Of Children On Chinese TV Commercials From2000to2011

Though China has conducted the reform and opening-up policy as early as1980s, and built up a certain kind of relationship between the whole world andChina herself, there is still a concept that boys are much more valuable than girlsspreading widely in China, especially among the suburban and rural areas. Theproduction mode relying on only human labor in old China matters a lot. Moreover,the one-child policy has been set as the basic policy, so this concept has beenreflected on the mass media, especially on TVCs. In addition to the adultsappearing as the main image of the television ad, this phenomenon alsounintentionally spread to children.At the very first beginning, the frequency between boys’ and girls’appearance in TVCs is significantly different. Even boys and girls appear in a film,the role and status of the boys are greatly significant than girls. Gradually Boysare the angles of energy and passion, while girls are always gentle and obedient.This paper takes the family planning gradually open, single child policy hasjust officially put forward as the background and was applied to the contentanalysis method. It focuses on the children images and its changing trends inTVCs, and it can be realized that the growing popularity of children’s image intelevision advertisements, including sex ratio and characteristics, will not onlyaffect the adult consumer consumption preferences, but the children’s mental andphysical development who have watched these advertisements. This is the result ofmany factors, such as the characteristics of advertising products, advertisingcompany executive producer and the media to the terminal control. Study on thechanges of these phenomena has important theoretical value and practical valuefor the insights into Chinese consumers’ psychology, consumers’ awareness andthe optimization of young children growth environment.