A Cross-Cultural Content Analysis of Children's Television Advertisements

Two sets of television advertisements were video-recorded from weekend children's television in London and New York and were coded by two white women in terms of their gender-role portrayals. The advertised products covered by this analysis included snack and fast food, toys and breakfast cereal. Each advertisement was coded according to nine criteria including the ethnicity and gender of the people appearing, gender of central figure and of any voice over in the commercial, presence or absence of music, and other sales-related content. In general, males were more numerous than females in both American and British advertisements. There were more similarities than differences between the two national markets in terms of the nature of gender-role portrayals, with males generally occupying more central and authoritative positions. Only two analyses yielded significant differences. Girls outnumbered boys in American commercials, but the opposite was true of British commercials. Hispanic males were present in American commercials but not in British commercials.     

Sex-Role Stereotyping in Television Commercials: A Review and Comparison of Fourteen Studies Done on Five Continents Over 25 Years

Since the pioneering content-analytic study byMcArthur and Resko (1975) on sex-role stereotyping oftelevision advertisements in America, many others haveused a similar methodology and coding scheme to examine similar stereotypes in their owncountries. This study compares and contrasts 14 studies,all using the McArthur and Resko (1975) scheme: 3 fromAmerica, 1 each from Australia, Denmark, and France, and 2 and one from Great Britain, Hong Kong,Indonesia, Italy, Kenya, Mexico, and Portugal. Problemsof such a comparison are considered: specifically, theequivalence of the channel, the three different time periods, and slight variations in thecontentcategories. Nevertheless, clear patterns arisewhich attestto the universality of sex-role stereotypingin television commercials.     

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.     

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.     

Formal vs. Informal Use of Television and Sex-Role Stereotyping in Hong Kong

This study examines the relationship between media use and gender stereotyping in Hong Kong, where Western liberal thoughts meet Chinese traditional and patriarchal norms. Although mainstream media studies center on the general impact of television on sex-role stereotyping, this study distinguishes the formal use of television for information from the informal use for entertainment, the latter of which is often neglected, but the impact is far more encompassing. A baseline survey on gender equality commissioned by the Hong Kong Government with 2,020 successful face-to-face interviews was conducted and the sample was of the Equal Probability of Selection Method (EPSEM) type provided by the Census and Statistics Department. The participants are all Chinese from all class strata (51.5% below HK$10,000; 39.4% between HK$10,000 and HK$24,999; and 19.1% above HK$25,000 with US$1 HK$7.8). The BSRI measurement was modified to gauge the gender-role stereotype. The results show that despite influence by Western culture, gender stereotyping of the public in Hong Kong still exists. In particular, the self-reported functional television for entertainment (rather than for information) as well as exposure to entertainment programs on television have reinforced the female stereotypes, and females have a lower cultural awareness toward male stereotypes.     

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.     

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.     

Progression on Nickelodeon? Gender-Role Stereotypes in Toy Commercials

A content analysis was conducted to examine gender-role stereotypes in toy commercials airing during the after-school hours in October, 2004, on the U.S. Nickelodeon network. The sample included 455 toy commercials, which were analyzed for the type of toy, number of identifiable boys and girls, gender portrayal, gender orientation, age of children, type of interaction, setting, and color of setting. The majority of girl and boy characters were featured in gender-specific toy commercials, and there were more identifiable girls than boys. Almost one-half of the characters were children (6-to-10-years old) who predominantly played indoors, in mixed colored settings, and engaged in cooperative play. Boys were more likely than girls to be shown outdoors and playing competitively.     

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.     

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.     

Examination of Gender-role Portrayals in Television Advertising across Seven Countries

This study examined the roles of cultural (Hofstede??s Masculinity value dimension??i.e., Gender of Nations), country-level (Gender-related Development Index), and execution-level (product type or gender of the typical user) factors in understanding gender-role portrayals in television advertising. Using content analysis methodology, we compared the gender and occupation of the prominent character and the gender of the voice-over across 2,608 television commercials in Brazil, Canada, China, Germany, South Korea, Thailand, and the United States. Results of regression analyses revealed that cultural and country factors predicted the gender of the voice-over only whereas product type consistently conformed with the gender of the prominent character. Overall, males were featured in prominent visual and auditory roles, while females were still portrayed in stereotypical ways.     

Changing Patterns of Gender Portrayals in Portuguese Television Advertisements1

The purpose of this study was to identify patterns in Portuguese television advertisements and interpret changes in the portrayal of gender roles using data collected 7 years apart: 1996 and 2003. We grouped 11 attributes of the central figure displayed in 623 evening commercials using a k‐means cluster procedure. There were 4 distinct groups of advertisements that emerged, 2 of them characterizing a predominantly male central figure and the other 2 a female central figure. The overall increase in women portrayed in advertisements from 1996 (32.9%) to 2003 (40.8%) is reflected in a shift toward an increase of advertisements with a female central figure in the typically male “narrator” cluster. Practical implications of these findings are discussed.     

Gender-Role Congruence and Self-Referencing as Determinants of Advertising Effectiveness

In an initial experiment, men and women with varied gender-role orientations evaluated gender-stereotyped and nonstereotyped advertisements for gendered products that are actually used by both sexes. Consistent with a gender-role congruence model of advertising effectiveness, traditional participants (masculine men; feminine women) responded more favorably to traditional (i.e., gender-stereotyped) than to nontraditional advertisements, whereas nontraditional participants (androgynous individuals; feminine men; masculine women) reacted somewhat more favorably to the nontraditional advertisements. Experiment 2 revealed that when encouraged to self reference, traditional participants became much more responsive to nontraditional advertisements, even more so than were the nontraditional participants. Practical implications of these results are discussed.     

The Portrayal of Aggression on North American Television1

The past decade has seen an accumulation of evidence that TV viewing influences beliefs about social reality, particularly in areas related to violence. Detailed content analyses of the portrayal of aggression on North American television were conducted in an attempt to document some of the symbolic messages in television content and the extent to which those messages vary according to program category. The TV sample analyzed consisted of 109 programs (81 hours) chosen on the basis of audience viewing figures; 76% were produced in the U.S.A. and 22% in Canada. An average of 9 acts of physical aggression and 7.8 acts of verbal aggression per program hour were observed, but both type and rate of aggression varied by program category. Other methods of conflict resolution occurred rarely, and few witnesses sought alternatives to aggression. Less than 2% of the aggression observed was accidental, and most (69%) was incidental to the plot. Aggression, especially verbal abuse, was often portrayed as humorous, and there was little evidence of consequences. Some differences between Canadian and U.S. programming were noted. The possibility of using schema theory to understand the role of television in the development of beliefs about social reality is explored.     

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.     

Gender-Role Differences in Susceptibility to the Influence of Support Availability on Depression

Previous gender-role research on depression has revealed a consistent inverse relationship between masculinity and depression, but a non-significant relationship between femininity and depression. In light of the stronger affiliative needs for feminine individuals, received social support was speculated to moderate the relationship between femininity and depression in the present research. In a longitudinal study of a sample of Hong Kong college students, the relationships among gender-role orientation, received social support, and depression were examined. Consistent with previous findings, masculinity and androgyny were inversely related to depression. Moreover, the present study supplemented previous research by revealing that femininity was related to depression through its interaction with received social support. When the amount of received social support was increased, femininity was associated with a reduction in depression level over time. In contrast, when the amount of received social support was decreased, depression tended to increase with femininity over time. The findings are discussed in terms of their implications for the gender-role literature.     

The Gender-Role Content of Children's Favorite Television Programs and Its Links to Their Gender-Related Perceptions

Two studies were conducted to (a) examine the gender-role stereotypical, counterstereotypical, and gender-neutral messages contained in a sample of first- and second-grade children's favorite television programs; and (b) to link the results of the content analysis to the children's gender-role values and interpersonal attraction to same- and opposite-gender television characters while the content analysis showed that there was a great deal of gender neutrality in the programs the children preferred. However, as predicted, male characters were still more likely than female characters to answer questions, boss or order others, show ingenuity, achieve a goal, and eat. The results of the survey showed that preference for stereotypical content predicted boys' valuing hard work and humor. In addition, for girls preference for male stereotypical and male counterstereotypical content negatively predicted interpersonal attraction to female characters, whereas preference for female counterstereotypical and gender-neutral content positively predicted interpersonal attraction to female characters. For boys preference for female counterstereotypical content positively predicted interpersonal attraction to male characters.     

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.     

Responses to Injustice in Popular Chinese Sayings and among Hong Kong Chinese Students

Abstract

Three studies were conducted in an investigation of how people in Chinese societies react to injustice. In Study 1, 293 Chinese sayings concerning injustice coping were subject to content analysis. In Study 2, 10 male and 10 female Hong Kong Chinese high school students indicated whether they had heard of the sayings in Study 1 and whether they agreed with them. In Study 3, 342 Hong Kong Chinese college students reported how they felt and what they did to reduce the injustice feeling they recently came across concerning an injustice. In Study 1, responses to injustices suggested by the Chinese sayings were dominated by cognitive reappraisal and alignment with external, metaphysical forces to maintain the perception of a just world; confrontation was generally discouraged. In Study 2 and Study 3, even among the highly Westernized Hong Kong Chinese students, the pattern of justice coping revealed in the popular sayings still prevailed.