The portrayal of men and women in television advertisements: An updated review of 30 studies published since 2000

Furnham, A. & Paltzer, S. (2010). The portrayal of men and women in television advertisements: An updated review of 30 studies published since 2000. Scandinavian Journal of Psychology, 51, 216–236. In 1999, Furnham and Mak published a review of 14 content‐analytic studies of sex roles stereotyping in television commercials. All these studies were based on the McArthur and Resko (1975) content categories. This paper updates that review considering 30 studies in over 20 countries published between 2000 and 2008. Studies were from Australasia, Austria, Bulgaria, Ghana, Hong Kong, Japan, Kenya, Korea, Malaysia, Mauritius, New Zealand, Poland, Russia, Serbia, Singapore, South Africa, Spain, Saudi Arabia, Sweden, Taiwan, Thailand, Turkey, the United Kingdom and the United States. They examined over 8,000 advertisements. National and cultural differences in gender stereotypes are also considered in the light of this data. The popularity of, and the problems associated with, the research paradigm are considered.     

The portrayal of men and women in U.S. television commercials: A recent content analysis and trends over 15 years

This article summarizes the content analyses of male and female portrayals in U.S. television commercials that have been published since 1971. The paper also includes the results of a content analysis of television commercials conducted on a 1985 sample. Where possible, the data from the present study are compared to the findings of previous research to illustrate trends over time. The results reveal several differences between the portrayal of men and women, but many of the gaps seem to be narrowing. Men and women now appear equally often as central characters in prime-time commercials. Although a prior study indicated a difference between male and female primary characters' use of arguments, the present data revealed no differences in this regard. A lower percentage of female than of male central characters are depicted as employed, but males are being presented in increasing numbers as spouses and parents, with no other apparent occupation. Women are still more likely than men to be seen in domestic settings, advertising products used in the home. Although the difference seems to have become smaller, women are more likely than men to be shown as users of the products they advertise. The most striking gap persists with regard to narrators. Consistent with other content analyses conducted over the past 15 years, approximately 90% of all narrators are male. The findings are discussed in terms of the potential effect of exposure to stereotyped depictions on viewers' sex role attitudes.     

The portrayal of black people in UK television advertising: perception and reality

• Since the early 1990s, the UK advertising industry has been criticised for the relative absence of non‐whites, and for the ways ethnic minorities are depicted when they are used. Using interviews with advertising professionals and focus groups with black consumers, information on the perceptions of black people in advertising was gathered. The overwhelming message to advertisers was a simple one: ‘it isn't about quotas; it's about the way we are portrayed’. A content analysis of all advertisements shown during prime time on the three terrestrial channels over 2 weeks was then conducted. Results revealed that black people are actually over‐represented in UK television advertisements, although this is not the case for all sectors. However, the role type given to black spokespersons was found to be limited. Implications for marketing and advertising are discussed.

Copyright © 2006 John Wiley & Sons, Ltd.     

Gender stereotyping in television advertisements: a study of French and Danish television

Two similar, but not identical, content analyses of the portrayals of men and women in French and Danish television advertisements are reported. By partially replicating and extending past investigations conducted in America, Australia, Britain, Hong Kong, Indonesia, Italy, Kenya, and New Zealand, it was predicted that there would be more gender stereotyping in French television advertisements and less gender stereotyping in Danish television advertisements. In the first study, 165 French television advertisements were analyzed by following established coding categories (A. Furnham & E. Skae, 1997; L. Z. McArthur & B. G. Resko, 1975). Contrary to prediction, the results showed that traditional gender role portrayal on French television was no different from that found in other countries. Separate statistical analyses were carried out for visually versus aurally classified central figures, yet this yielded relatively few significant differences. In the second study, a sample of 151 Danish advertisements was analyzed; results showed that Danish television was generally less gender stereotypic than French television in its portrayal of women. Exactly half (5) of the coding categories showed significant differences. Finally, an international statistical comparison between these two studies and similar research in Australia, Britain, and Italy was carried out. The methodological implications of these results are discussed as well as the theoretical issues arising from other studies of this sort.     

Sex role stereotyping in Australian television advertisements

Television has attracted considerable attention in recent years because of alleged bias in its sex-role content. Studies of television in Great Britain and the United States have generally fuelled concerns that the medium presents male and female characters in traditionally stereotyped ways. Comparatively little research has focused on the way men and women are depicted in other nations' television. Such analyses contribute towards a more comprehensive account of sex role stereotyping and to cross cultural investigation. The present study examined the portrayal of male and female characters in a sample of contemporary Australian television advertisements. A sample of evening commercials was analyzed using measures developed in North American and British work. Strong evidence of differences in the presentation of male and female characters was obtained, and the differences were consistent with those reported in studies of television content in the northern hemisphere. There is little reason to suppose that this area of Australian media is changing substantially in response to public debate. The implications of possible differences between nations in terms of sex role stereotyping in commercials are discussed.     

Violence and sex in television programs do not sell products in advertisements

Adults (N = 336) 18 to 54 years old watched a television program containing violence, sex, both violence and sex, or no violence and sex. Programs were shown in a comfortable room containing padded chairs and tasty snacks. Each program contained the same 12 ads. Embedding an ad in a program containing violence or sex reduced (a) viewers' likelihood of remembering the advertised brand, (b) their interest in buying that brand, and (c) their likelihood of selecting a coupon for that brand. These effects occurred for males and females of all ages, regardless of whether they liked programs containing violence and sex. These results show that violence and sex in television programs do not sell products in advertisements.     

The heroism of women and men

Heroism consists of actions undertaken to help others, despite the possibility that they may result in the helper's death or injury. The authors examine heroism by women and men in 2 extremely dangerous settings: the emergency situations in which Carnegie medalists rescued others and the holocaust in which some non-Jews risked their lives to rescue Jews. The authors also consider 3 risky but less dangerous prosocial actions: living kidney donations, volunteering for the Peace Corps, and volunteering for Doctors of the World. Although the Carnegie medalists were disproportionately men, the other actions yielded representations of women that were at least equal to and in most cases higher than those of men. These findings have important implications for the psychology of heroism and of gender.     

Personal advertisements of male-to-female transsexuals,homosexual men,and heterosexuals

Transsexuals, because of their attempts at gender reversal, offer a unique opportunity to study self-presentation, social roles, and stereotypes. The present study is a content analysis of personal advertisements of male-to-female transsexuals (TM, N =99), homosexual (HoM, N =64) and heterosexual men (HM, N =99), and heterosexual women (HW, N =99). Advertisements were coded for the presence or absence of 11 characteristics either offered or sought, based on the 1984 work of Deaux and Hanna. The content of TM personal advertisements was significantly different from those of HW, HM, or HoM. TM mentioned physical characteristics and sincerity, and requested friendship most often; HoM mentioned sexuality most often; HM offered financial security and status in the form of occupation, and listed marital status most often; and HW offered personality characteristics and attractiveness most often. Several factors may contribute to the pattern of differences observed, including the fact that TM were more likely to be seeking friendship than sexual partners, in contrast to the other three groups.     

Memory for television advertisements as a function of advertisement–programme congruity

An experiment tested memory for a beer advertisement (placed either at the beginning or the end of the centre advertisement break) within four programme contexts featuring beer drinking either before and after, before or after the centre break, or not at all. The relationship between subjective audience evaluation of the programme and memory for advertisements was also investigated. The sample consisted of students (N = 79) aged 17 to 26 years. Brand recognition of the beer advertisement was significantly related to programme content, showing memory for the advertisement being enhanced when relevant programme material followed the break. Congruent material shown before the centre break had the reverse effect of impairing memory for the advertisement. Increased levels of programme involvement were found to be associated with improved recall and recognition of embedded advertisements but higher rated ‘happiness’ of the programme was associated with poorer memory for advertisement content. Copyright © 2002 John Wiley & Sons, Ltd.     

The confounded nature of angry men and happy women

Findings of 7 studies suggested that decisions about the sex of a face and the emotional expressions of anger or happiness are not independent: Participants were faster and more accurate at detecting angry expressions on male faces and at detecting happy expressions on female faces. These findings were robust across different stimulus sets and judgment tasks and indicated bottom-up perceptual processes rather than just top-down conceptually driven ones. Results from additional studies in which neutrally expressive faces were used suggested that the connections between masculine features and angry expressions and between feminine features and happy expressions might be a property of the sexual dimorphism of the face itself and not merely a result of gender stereotypes biasing the perception.     

The evidence of sex-typed behaviors in professional Jamaican men and women

This investigation examines the extent to which a sample of 89 professional Jamaican men and women displays the traits of masculinity and femininity, measured by way of Bem's Sex-Role Inventory. The sample was drawn from the public and private sectors of society. Findings suggest that while, as expected, both sexes were classified mainly according to their appropriate sex-role traits, females in the private sector were much more “masculine” than their counterparts in the public sector. This was thought to reflect the pressure on private sector women to “prove themselves” as equals of men—a pressure which does not represent one of the criteria for promotion within the public sector.     

Images of women in advertisements: Effects on attitudes related to sexual aggression

While the power of advertisements has long been known, investigations of sociocultural influences on sexual attitudes have been limited primarily to studies of sexually aggressive media. In this study we examined the effects on sexual attitudes of different portrayals of women in advertisements. Male and female white middle-class university students were exposed to one of three groups of advertisements. In one condition women were depicted as sex objects, in another in progressive or role-reversed roles, and a third condition comprised product oriented advertisements containing no human figures. Sexual attitudes were assessed using four subscales of Burt's Sexual Attitude Survey of 1980, a measure of attitudes believed to be rape-supportive, and conducive to sexual aggression against women. Before completing the Survey, subjects rated a series of advertisements on appeal and aesthetic dimensions. Whereas the product oriented advertisements were rated as more appealing than those featuring female figures, analyses showed that males exposed to the sex-object advertisements significantly more accepting of rape-supportive attitudes, and females exposed to the progressive female images were less accepting of such attitudes than were controls.     

Motivation of men and women in mathematics and language

Based on the multiple goal perspective it is argued that mastery and performance goals contribute to different motivational variables-mastery goals to self-efficacy and performance goals to social comparison-that contribute through affect to achievement. The first aim of this study was to determine whether this model is applicable irrespective of sex and subject. The expected relationships occurred for female students studying Dutch and mathematics, and for male students studying Dutch. The second aim was to test a model in which the perceived gender appropriateness of the subject affects the pursued achievement goal. We expected that subjects perceived as gender-appropriate--Dutch for female and mathematics for male students--would result in strong relationships between mastery goals, self-efficacy, affect, and achievement, and that less gender-appropriate subjects--mathematics for women and Dutch for men--would result in strong relationships between performance goals, social comparison, affect, and achievement. Several of the expected relationships occurred for female and males students studying Dutch and mathematics. Furthermore, female students obtained higher course grades in Dutch than male students, while male students studying mathematics scored higher on self-efficacy and affect than female students.     

The contradictory effects of nostalgic advertisements on nostalgia for products and on remembering advertisements1

Our purpose was to investigate the relationships between the names of items that easily evoke nostalgic feelings and nostalgic advertisements from the perspective of nostalgia for the names of these items and from the perspective of source monitoring. We measured the effect of nostalgia on source monitoring and whether the names of items evoked nostalgic feelings when they were presented alone. We found that, from the perspective of the nostalgic feelings, we directly demonstrated that the names of articles that easily evoke nostalgic feelings are more likely to evoke nostalgia when they are presented with nostalgic advertisements than when they are presented with non‐nostalgic advertisements. From the perspective of source monitoring, we revealed that nostalgic advertisements are more forgettable than non‐nostalgic advertisements when they present the names of articles that easily evoke nostalgic feelings.