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Women favored by TV ads as sex objects: Report
(Xinhua)
Updated: 2006-03-06 09:12
Among 931 surveyed advertisements involving gender issues, 88 percent used
women to promote produce as sex objects, according to a report released by
China's Women Reporter Association Sunday.
The report reviewed 4,935 advertisements in China's ten TV channels,
including the national China Central Television No. 1 channel, Beijing
Television No. 1 channel and Shanghai News Entertainment Channel, and picked out
931 gender issues.
"Women seemed to be particularly favored by ads," said the report, adding
that 70.5 percent of the ads had women as the main characters.
"Most women are revealed through close-up scenes, highlighting their body
features, and many women are described as houseworkers," the report said.
"Generally speaking, most ads have gender discrimination problems, though
there are also some featuring gender equality," it said.
The association also ranked China's top ten sex discriminating ads and ten
gender awareness ads for 2005, in line with rules including whether females also
have independent social strength, whether they misinform children about sex, and
whether women have well-rounded characters instead of being fragile and
demanding of care.
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