Abstract
“Women can hold up a half of the sky as men do” was a popular slogan in China in 1970’s. The slogan reflects the belief of Chinese socialists that men and women are completely equal, both physically and mentally. Since 1979, China has been experiencing social transformation from socialism to capitalism, and the transformation makes dramatic changes on people’s perceptions and consumptions. As such, a seminal question in this study is: would the slogan still represent women’s social status and consumptions after 30 years?
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© 2015 Academy of Marketing Science
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Ye, L. (2015). Can Women Hold Half of the Sky: A Longitudinal Study of Print Ad. on Women Consumption and Gender Stereotype in China. In: Sharma, D., Borna, S. (eds) Proceedings of the 2007 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11806-2_65
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DOI: https://doi.org/10.1007/978-3-319-11806-2_65
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Publisher Name: Springer, Cham
Print ISBN: 978-3-319-11805-5
Online ISBN: 978-3-319-11806-2
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