A new study, supported by UNICEF China and UN Women China, reveals how gender is portrayed in advertising across the country—and, more importantly, what can be done to make it more equitable. Conducted by the Geena Davis Institute, the research offers practical recommendations to improve gender representation in Chinese advertising.
The Study: Gender Representation in Chinese Advertising
The report analyzed over 5,000 advertisements aired in China between 2019 and 2022 across television, online video platforms, and social media. The goal: to evaluate how men and women are portrayed in ads—and how those portrayals shape public perception of gender.
The data revealed a consistent pattern:
- 60% of speaking characters were male characters
- Women and girls were significantly underrepresented in leadership and professional roles
- 79% of voice overs were by male characters, thus reinforcing male authority
This imbalance reflects and reinforces traditional gender roles that still dominate media in many regions. Read the full report for a detailed breakdown of the methodology, data sources, and content categories analyzed.
Key Findings on Gender Representation in Chinese Advertising
Our research continues to reveal significant disparities in how people of different genders are portrayed in media—especially in advertising:
- Men dominate the screen and the mic. Men make up 55% of characters in ads and are three times more likely than women to serve as narrators.
- Women are more likely to be sexualized. Female characters are four times more likely to be visually objectified and five times more likely to wear sexually revealing clothing than male characters.
- Men are shown with more power and status. Male characters are more likely to have a paid job (21.3% vs. 14.6%) and nearly twice as likely to be portrayed as leaders (2.8% vs. 1.5%).
- Women are still tied to domestic roles. Women are nine times more likely to be shown cleaning. They’re also more frequently shown as caregivers and in family settings.
- Slim body types dominate—especially for women. Nearly 65% of female characters are shown with a slim body type, compared to 48% of men. Characters with larger bodies are rarely seen.
- STEM roles are equally represented. Among characters with jobs, men and women appear in STEM occupations at similar rates.
- Boys and girls are equally likely to be shown in school settings. Ads show young girls and boys in school at about the same rate.
Why Gender Representation in Chinese Advertising Matters
Advertising is one of the most visible and persuasive forms of media. When the stories told in ads consistently portray men in power and women in passive roles, those ideas can become normalized.
This is why UNICEF China and UN Women China supported the study: because achieving gender equality in media is foundational to achieving equality in society.
How to Improve Gender Representation in Chinese Advertising
The report offers a set of clear, practical recommendations for brands, agencies, and creatives:
✅ Use Data-Driven Guidelines
Develop or adopt gender equity benchmarks to evaluate your content and campaigns.
✅ Showcase Non-Stereotypical Roles
Move beyond limiting tropes. Show both women and men in a range of jobs, family roles, and emotional expressions.
✅ Increase Women’s Visibility and Voice
Cast more women in leadership, expert, and speaking roles. Balance voiceovers across gender identities.
✅ Collaborate with Experts
Partner with research and advocacy organizations to develop inclusive campaigns rooted in real-world insights.
✅ Support Public Engagement and Media Literacy
Help audiences—especially youth—learn to critically evaluate the media they consume. Promote gender-sensitive storytelling as a shared cultural value.
Read the Full Report on Gender Representation in Chinese Advertising
The Geena Davis Institute’s complete analysis provides in-depth data, visuals, and insights into how gender roles are constructed in Chinese advertising today. It also includes a full list of recommendations and case studies.
👉 Click here to read the full report on the Geena Davis Institute website.
👉 Click here to read UNICEF China and UN Woman China press release.
Whether you’re a brand, agency, policymaker, or educator, the report offers valuable tools to improve gender equity in media content.
