It’s starting to feel like there is a festival or holiday nearly every month in China that caters to consumerism. Single’s Day finishes out the year, then we start a new with Chinese New Year, and now on March 8th comes International Women’s Day. Interestingly enough, China is actually one of the few countries where women are entitled to take the day off– and hopefully this benefits more than just consumerism.
在中国，似乎每个月都有相应的节假日，来迎合当今的消费主义。先是年底的“双十一”，然后是中国新年，紧接着就是3月8日的国际妇女节。有趣的是，中国是为数不多，女性可以在这一天休息的国家-希望这不仅仅刺激了消费主义。
Of course, sales are part of it, and it comes as no surprise that JD and Tmall release various commercials for the 8th of March holiday, but the ads also make and attempt at empowering women in China.
不可否认，消费是其中的重要一环。京东和天猫自然也为“三八妇女节“推出了各种商业广告，同时也借由广告的宣传效果，不遗余力地赞美当代的中国女性。
Tmall’s ad “我，就耀多彩” meaning “I am shining” presents three women protagonists: actresses Ren Suxi and Jiang QinQin and performer辣目洋子 who advocate that being a woman is not about fitting into one box, but embracing a whole spectrum of qualities that women possess.
天猫的主题广告“我，就耀多彩” 选择了三位不同的女性：演员任素汐和蒋勤勤，喜剧演员辣目洋子，她们认为，作为女性，人生不应该设限，女性可以演绎多面精彩。
American luxury fashion brand Calvin Klein is also embracing diversity in their new ad made especially for Women’s Day. The campaign is very personal, with main characters, who are shot without make-up, talk about how they have overcame different hardships in their lives and have turned them into victories. “Creativity makes me who I am,” states Bonnie Chen in the video, a model and artist from China.
美国时尚品牌Calvin Klein同样针对妇女节，在新的广告短片中鼓励女性的多样性。广告显得非常质朴，主角们不施粉黛，自然地在镜头前聊到她们如何克服恐惧，赢得人生。中国演员和艺术家陈碧舸在视频中提到：“创造力成就了现在的我。”
Following a similar narrative, Wieden + Kennedy Shanghai has released a commercial celebrating women in sports who face negativity and social prejudice but overcome them with great triumph. The visually and very impactful film uses diverse camera techniques and strong music and sound effects to create an incredibly dramatic story that drives this important message home.
W+K 上海同样发布了一款新广告，对焦那些穿着运动服的女性，她们如何战胜否定和社会偏见，反败为胜。画面有着非常强的视觉冲击力，运用不同的镜头语言和音乐效果，刻画了异常生动的故事，将女性力量讲述得掷地有声。
Ultimately, The #MeToo Movement has already deep roots in the West, but tackling gender norms in China is something advertisers still seem a little timid about. These examples are only a few of what we are seeing this year, but the numbers are still low compared to the West. However, hopefully this new trend of female empowerment will be seen more and more in the advertising in China.
#MeToo活动在西方已经造成了深刻的影响，但中国的广告从业者对于处理性别议题依然没有放开手脚。上面提到的案例虽然只是这类广告的一小部分，但是数量相对于西方，依然不算多。未来，我们将在越来越多的中国广告短片中，看到这类赞美女性力量的趋势。
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