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As a prominent part of study, female image in the mass media serve as a dimension that worth studying. The purpose of the project is to compare female images on TV commercials between China and the United States in 2010, 2015 and 2020 in a cross-cultural view. Research contains 125 American advertisements and 76 Chinese advertisements as 2 samples to represent the countries. Partly based on Bem Sex Role Inventory, the code table includes 6 sections: appearance, age, and occupation, dimension of product, occasion and personality. Both China and the US are in a transitional period from tradition to modernity, but manifested in different forms.

Chinese and American female images – Comparing TV advertisement in 2010, 2015 and 2020