(Reference : 香港廣告: 海港城(買鞋買鞋買鞋60''版)2002
Moreover, the aside and the character are using female so it's not difficult to guess it's main target audience, Women. I think it presenting a message from the commercial which is women love shoes and shopping and men are not.
In self-identity, i believe everyone love shopping, who doesn't. If i have money i will buy everything in sneaker shop. But in social-identity, normally only women love shopping, shoes and handbags etc. On the other hand, men hate shopping because they just pop in the shop, buy the thing they need and leave. Besides, men love cars or electronic thing because they are just "men thing".
Sadly, in the western there is no cultural difference to the local images because we can easily see the commercials are always target the female consumers. Although in the western we can see more men shopaholic than women but it is too rarely, shopping is only for women even in the western culture. It is a image that been stereotype by one single social media, advertisement.
Student : Li Man Ho Wilson
Dear Wilson, The angle that you discuss women and men is interesting. But I doubt whether we should say that everyone likes shopping - this is also cultural construction. Nevertheless, you can grasp the core idea of the gender representation. You can consider whether you use the same angle in your ethnographic essay.
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