'A real man smells of tobacco smoke'-Chinese youth's interpretation of smoking imagery in film

► Interpretations of filmic smoking imagery are consistent with Chinese social conventions, especially Confucianism. ► Chinese boys consider smoking in film and real life to be the behaviour of men demonstrating their power. ► Girls interpret smoking imagery in terms of empowerment of women and assertion of gender equity. ► Chinese youth's social representations of smoking should be considered in health promotion.