Gender Stereotypes in Spanish Television Commercials

The objective of the present study was an analysis of gender stereotypes in television advertisements in Spain. For this purpose the content analysis method was used to analyze 400 advertisements broadcast during prime time over the three national television channels with the largest audience. A series of variables common to similar investigations were coded in order to allow comparisons with other countries. The data show significant gender differences for all variables. Comparison of results with those of other researchers shows that television advertising in Spain reveals gender stereotypes very similar to those found in advertising from countries with a geographic or cultural proximity.     

Television Commercials as a Lagging Social Indicator: Gender Role Stereotypes in Korean Television Advertising

Previous studies of mass media in many countries have confirmed that images of women are stereotypical and unrealistic, particularly in television advertising. This study was designed to analyze the representation of gender roles in Korean television advertising and to compare the results with previous studies conducted in other countries. A sample of 878 Korean television advertisements from the MBC network in 2001 was content analyzed. Findings indicate that women in Korean television advertising were portrayed as young (48.2%), as dependent (37.5%), and as nurturing children (12.1%); they were often depicted in the home (37.2%). These stereotypical images of women have been found in television advertising in many countries. Korean society has changed a great deal in recent decades, but the images we analyzed do not reflect the current situation. Therefore, television commercials are a lagging social indicator of role changes.     

Gender Representation in Philippine Television Advertisements

This study analyzed 254 unduplicated primetime Philippine television advertisements from 2010 for differences in gender representation. Two coders independently coded the entire sample and achieved an intercoder reliability of greater than .700 for each reported variable. The findings are based on chi-square analyses and indicate a high prevalence of gender differences and stereotypes in Philippine television advertisements. For example, more males were shown in the workplace (17.9 % vs. 7.4 %), whereas more females were shown at home (45.9 % vs. 24.5 %); males were generally fully clothed (88.7 % vs. 44.6 %), whereas females were often suggestively dressed (52.7 % vs. 6.6 %); more males than females delivered voiceovers (46.1 % vs. 35.0 %); and product categories were stereotypically associated with gender. The only exception to these traditional, stereotypical gender portrayals was the predominance of female primary characters in television advertisements (58.3 % vs. 41.7 %). Overall, such stereotypical portrayals do not accurately reflect Philippine society, which is considered to be one of the most egalitarian Asian societies with regard to gender. By analyzing Philippine television advertisements, this study intends to close a gap in the still under-researched area of gender representation in developing countries, which could provide a more complete picture of this topic from an international perspective. The similarities and differences between this research and previous studies on this topic in developing and developed countries are examined. The possible effects of such representation on audiences are discussed based on social cognitive theory and cultivation theory.     

A Content Analysis of Prime Time Commercials: A Contextual Framework of Gender Representation

For this content analysis we recorded a sample of 1,337 prime time commercials from the 3 major networks (ABC, CBS, and NBC) in 1998. There were 5,473 primary and secondary characters identified. Each character was coded for gender, age, acting role, and product being advertised. The findings were then compared to Bretl and Cantor (1988), the U.S. Census Bureau's 2000 population statistics, and Mediamark Research and Simmons syndicated marketing services. The commercials' producers cast their female and male characters much the same way as was done in the 1980s. Although women make most purchases of goods and services, they are still underrepresented as primary characters during most prime time commercials except for health and beauty products. Women are still cast as younger, supportive counterparts to men, and older women are still the most underrepresented group. Television commercials perpetuate traditional stereotypes of women and men.     

Gender Representation of Older People in Japanese Television Advertisements

This content analysis of 306 Japanese television advertisements featuring older people (50+) analyzed differences in representation based on gender. The results revealed that both genders were underrepresented in comparison to demographic reality. This disparity was even more pronounced for older females, who appeared in less than half as many commercials as did older males. Older females were depicted at home, while their male counterparts were shown in the workplace. Moreover, some product categories were associated with a particular gender: cosmetics/toiletries with females and foods/beverages with males. Many of these findings are in accordance with previous studies from other parts of the world. Adding evidence from Japan lends support to the hypothesis of global gender stereotypes.     

Gender Representation in Television Advertisements in Britain and Saudi Arabia

This study conducted a content analysis of TV adverts from Channel One in Saudi Arabia and ITV1 in the United Kingdom in 2000–2001. A total of 164 adverts were analyzed from each country. The analysis compared the representation of men and women. Results showed that men and women were equally visually represented as lead characters in advertisements in both countries, but male voice-overs dominated in Saudi advertisements more so than in British advertisements. Women appeared more often in domestic roles and settings and less often in occupational or leisure roles and settings, and were much more likely than men to promote body care and household cleaning products. These differences were more pronounced in Saudi than in British advertisements.     

Representation of Gender in South African Television Advertising: A Content Analysis

This paper examines how gender is represented in South African television advertising. It provides a foundation upon which changes in representation over time may be mapped; contributes toward a cross-national literature that considers differences in representation; and tentatively examines how representations intersect with other key social categories. A sample of 5,803 advertisements was collected during 2003 that included 1,633 primary visual actors and 2,350 narrators. These were analysed by means of content analysis. A coding scheme was developed that was partly based on existing research, including McArthur and Resko??s (1975) influential study, but also research within non-Western contexts. Content categories included attributes of the primary visual actor (i.e., age; portrayal; race; and social class) as well as advertisement attributes (i.e., actors; primary narrator; products; and setting). Hypotheses predicted that males and females would be represented differently in television advertisements and that these differences would reflect traditional hierarchical relations in society. Findings largely supported these hypotheses. Males were represented as dominant. They were of primary focus; appeared most frequently within the socially valued public-work arena; and were represented as occupying positions of greater social authority. Females were represented as subordinate. They were of secondary focus; appeared most frequently within the socially undervalued private-domestic arena; and were most often represented as occupying positions of social subordination. This subordination was reinforced through findings that imply their sexualisation. Interesting patterns also emerged in findings indicating possible change in representations of gender. The implications of findings are discussed and suggestions for future research are made.     

Sensation-Seeking and Differentially Arousing Television Commercials

Abstract

The authors predicted (a) that disinhibited consumers would react more favorably to advertising that was high in arousal and (b) that inhibited consumers would react more favorably to advertising that was low in arousal. They tested these predictions by having U.S. college students evaluate both the commercial and the product being marketed in 1 of 2 beer commercials. The prospective buyers then completed a measure of dispositional sensation-seeking tendencies. Although the participants who differed in disinhibition reacted differently to the 2 commercials, the nature of their responses was more complex than predicted.     

Uses of Sex Appeals in Prime-Time Television Commercials

This study examines how sex appeals employed bymale and female models were utilized in Americantelevision commercials. It centers on the physicalcharacteristics and behavior of models appearing during primetime network programs, including bodilyshape, clothing revealment, physical contact, sexiness,attractiveness and physical as well as verbal innuendo.The study was based on 505 coding units sampled from 8 p.m. to 11 p.m. on the major broadcastnetworks taped during a composite week of programming.The racial background of models was as follows:Caucasian (89.3%), Black (10.1%), Hispanic (.2%), Native American (.2%) and Asian (.2%). Resultsindicate that these commercials generally were notdominated by sex, although 12% of models appear in somestate of undress, and 8% feature sexually-orientedconduct. As both male and female models were depicted asequal sensual beings, females were presented as sexobjects more often than males.     

Memory for Sexual and Nonsexual Television Commercials as a Function of Viewing Context and Viewer Gender

The present study investigated memory for sexual and nonsexual commercials as a function of programme‐commercial congruity and programme‐induced level of involvement. Participants were allocated to one of four conditions: sexual programme with sexual or nonsexual commercials and nonsexual programme with sexual or nonsexual commercials. Recall and involvement levels were tested with a series of memory tests and programme ratings. It was predicted that sexual advertisements would be recalled and recognised better overall, that the sexual programme context would impair memory for commercials, and that level of involvement with the programme would inversely correlate with recall and recognition of the commercials and their content. Recall of sexual advertisements was found to be better than for nonsexual advertisements, and subjective ratings of programme involvement were higher for the sexual programme. Neither the perceived involvement level nor programme type affected memory for the commercials overall, but men were shown to remember sexual advertisements better than nonsexual advertisements—particularly when the sexual advertisements were embedded in a sexual programme. Women were equally good at remembering sexual and nonsexual advertisements. Implications of the current results and suggestions for future research are discussed. Copyright © 2013 John Wiley & Sons, Ltd.     

The Portrayal of Men's Family Roles in Television Commercials

This study examines the portrayal of men infamily roles, as fathers and husbands, on televisioncommercials. A content analysis of commercials airedduring football, daytime, and prime time is carried out. The sample size of characters is 944, mostof whom are middle-class, non-Hispanic whites. Men withchildren but no spouse are more likely to be shownduring football than are women with children but no spouse. Advertisements for computers andelectronics are more likely to include men with childrenbut no spouse than women with children but no spouse.Men appearing alone with children are more likely to be shown outside than women alone withchildren. Men are less likely to be portrayed cooking,cleaning, washing dishes, and shopping than women. Menwithout spouses are more likely to be shown with boys and less likely to be shown with infants thanwomen without spouses. Men are infrequently shown takingcare of a child and are never shown caring for girls.However, men are often shown teaching, reading, talking, eating, and playing with children. Tothe extent that men are shown as more involved in familylife, they still tend to depend largely on knowledge andactivities that are stereotypically male.     

Gender Representation on Gender-Targeted Television Channels: A Comparison of Female- and Male-Targeted TV Channels in the Netherlands

The current study investigated the differences in the representation of gender on male- and female-targeted channels with regard to recognition (i.e., the actual presence of men and women) and respect (i.e., the nature of that representation or portrayal). To this end, the presence of men and women on two female- and two male-targeted Dutch channels (N = 115 programs, N = 1091 persons) were compared via content analysis. The expectation that men’s channels would portray a less equal and more traditional image of gender than women’s channels was generally supported by the results. Regardless of genre as well as country of origin of the program, women were underrepresented on men’s channels, while gender distribution on women’s channels was more equal. The representation of women in terms of age and occupation was more stereotypical on men’s channels than on women’s channels, whereas men were represented in more contra-stereotypical ways (e.g., performing household tasks) on women’s channels. Since television viewing contributes to the learning and maintenance of stereotyped perceptions, the results imply that it is important to strengthen viewers’ defenses against the effects of gender stereotyping when watching gendered television channels, for instance through media literacy programs in schools.     

电视广告中性别角色定型研究述评

文章首先介绍了性别角色定型的相关概念和广告中性别角色定型研究的理论基础,然后从内容分析和受众反应两个角度回顾并总结了有关电视广告中性别角色定型的研究。内容分析的结果表明：虽然经过了20多年的女权运动,电视广告中的性别角色定型并没有减弱;电视广告中的性别角色定型具有国际普遍性。受众反应的结果表明：受众对电视广告中的性别角色定型的反应是一个复杂的过程,会受到多种因素,比如性别、年龄、受教育程度和女性主义意识等的影响     

The Effects of Programme Context on Memory for Humorous Television Commercials

This study investigated the effects of programme context on memory for humorous television advertisements in South Korean participants. Humorous and nonhumorous Korean advertisements were embedded within two programme contexts: humorous and nonhumorous. When the programme ratings of humour, enjoyment and involvement were higher, unaided recall was poorer. In addition, unaided recall of the advertisements was better when they were embedded within a nonhumorous programme. However, there was no significant programme‐advertisement interaction effect. Overall, both free and cued recall were higher for humorous advertisements than for the nonhumorous advertisements. The findings are discussed in terms of cultural differences and changes in television programmes and advertising over time.Copyright © 2017 John Wiley & Sons, Ltd.     

Gender Stereotypes in Japanese Television Advertisements

The aim of this study was to reveal gender portrayal types in Japanese television advertisements through content analysis. Five hundred and thirty-one adult main characters were coded for sex, age, ethnic background, credibility, role, place, dress, background, persuasion type, camera work, camera angle, product type, target, and sex of voice-over. Five types were found by performing quick cluster analysis: beautiful and wise housewives, young ladies attracting people's attention, young celebrities, middle- and old-aged people enjoying private time, and middle-aged worker bee. The first three were mainly women and the latter two were mainly men. The results indicate that in Japanese television advertisements men and women are portrayed differently, and the differences correspond with traditional gender stereotypes.     

Gender Stereotypes in Portuguese Television Advertisements

This study examined the portrayal of men andwomen in a sample of Portuguese television commercials,attempting to replicate and extend past investigationsdone in America, Australia, Britain, and Italy. The aim was to update Portuguese research andto compare findings across cultures. Three hundred andfour evening commercials were content analyzed by tworaters, one male and the other female, to check reliability. The attributes of each of theircentral figures were classified into 11 categories:gender, mode of presentation, credibility, role,location, age, argument, reward type, product type,background, and end comment. Strong evidence of differencesin the presentation of male and female characteristicswas obtained. The implications of results for thedevelopment and maintenance of gender roles arediscussed.     

Lexical Representation of Gender: A Quasiregular Domain

The relationship between gender and word ending in French is a quasiregular one (e.g., most words ending in -ette are feminine, but not all). As such, the gender of low-frequency irregular forms (e.g., squelette, which is masculine) should take longer to classify than low-frequency regular forms according to neural network models. A regularity effect was found in Experiment 1, but it did not interact with word frequency. It was further revealed that there was difficulty in making gender decisions (Experiment 2) and gender verification responses (Experiment 3) to words whose endings were highly informative of gender, but whose associated article was not. These words were place names beginning with a vowel, like Australie, which do not take an indefinite article and whose definite article is ambiguous (1'). How a neural network might handle these results is discussed, and an alternative account is considered whereby there are two potential sources of gender information, lexical and nonlexical, with the latter being used to confirm the former.     

Threat to Gender Representation: Identity and Identification

To investigate the effect of a threat to gender identity on the use of defense mechanisms, college students were given false feedback regarding their sex-role identity. Male and female students who were given gender-contrary feedback showed a marked increase in the use of the defense of identification, as compared to students who were given gender-consistent feedback. Further, both affect change and the use of identification was a function of the degree of discrepancy between feedback condition and conscious gender identity.