European and Chinese legislation regulating the portrayal of women in television advertising: A comparison

This dissertation has two main purposes. On the one hand, it aims at comparing the gender stereotypes presented in the television commercials in China and in Europe. Considering the cultural, historical and socio-economical differences between these two contexts, it is interesting to examine the gender role models offered and used by the advertising industry in European Union and China in order to see if the gender stereotypes are similar and to evaluate to which extent they reflect, challenge or reinforce the gender roles of the society where they are broadcasted. On the other hand, the objective of this dissertation is to establish the degree of adequateness and effectiveness of the existing regulatory framework through an analysis of the positive and negative aspects of the regulatory acts issued to safeguard a fair representation of genders in the EU Member States and in China.

Bimbo: a gender analysis

This thesis aims to propose a gender analysis of the bimbo, that is the stereotype of a sexually attractive yet stupid woman. The presence of this cultural phenomenon in a number of aspects of mainstream pop culture gives rise to interesting research that deals with linguistics, the notion of prejudice, truth, and morality. Starting from notable bimbo figures like Marilyn Monroe, going through Anna Nicole Smith, and ending with the rising Gen Z Bimbo TikTok, this work reads the bimbo as a gender performance of femininity thanks to the lens provided by philosophers Judith Butler and Jean Baudrillard. The bimbo’s link to cosmetic surgery makes it possible to trace a brief outline of the feminist theory in relation to the understanding of the body as a political site. Ultimately, the subtle borders between the reenactment of the male gaze and a conscious reappropriation will be discussed. Because of the contingent nature of the bimbo, the purpose of this work is not necessarily to rewrite her as a feminist, but to present and embrace the at times contradicting multitudes of this pop culture trope.