[A Report Commissioned by UNICEF China and UN Women China]

Commemorating the thirtieth anniversary of the Beijing Declaration and Platform for Action (Beijing+30), UN Women and UNICEF have launched a new report, Content Analysis of Gender Representation in Advertising in China. The report examines how advertising portrays women, men, girls and boys, and the impact of this on children’s perceptions and aspirations.

The report analyzed 1,000 of the most played TV, internet and social media advertisements in China in 2022. Key findings revealed that women are less prominently featured than men, more often depicted with slim bodies, and often shown in domestic and caregiving roles. In contrast, men are more likely to be portrayed in paid occupations and leadership positions.  The report recommends that advertisers and content creators craft more inclusive narratives that reflect the full potential of girls and boys.

中国广告中的性别呈现分析报告

[该报告由联合国儿童基金会驻华办事处和联合国妇女署中国办公室委托研究]

为纪念《北京宣言》及《行动纲要》通过30周年（北京+30），联合国妇女署与联合国儿童基金会共同发布了一份题为《中国广告中的性别呈现分析报告》的最新报告。该报告分析了广告如何呈现妇女、成年男性、女童和男童的角色，以及这些呈现对儿童认知和其人生抱负的影响。

这份报告分析了2022年在中国播放量最高的1000则电视广告和互联网社交平台视频广告。研究结果显示，在这些广告所呈现的角色中，女性角色在视觉画面上不如男性角色突出，更倾向于呈现为偏瘦体型，更有可能承担家务以及照护角色。相比之下，男性角色则更有可能从事有偿工作，担任领导角色。报告建议广告从业者和内容开发者应创作更具包容性的内容，以充分展现出女童和男童的全部潜能。