Gender roles portrayed in Kenyan television commercials

A content analysis of 105 television advertisements aired on Kenya's television networks (KBC and KTN) during an 8-week period (July and August) was carried out. Commercials were coded according to the sex of the central character, spokesperson, the nature of products/services presented, setting, and occupation of the central character. There were no significant differences in the proportion of women and men serving as central characters in commercials. However, both men and women were depicted in traditional roles. Significant gender differences were apparent in relation to the products and services presented, preferred spokesperson, commercial settings, and occupational cues. Generally, the stereotyped nature of Kenyan commercials is consistent with findings obtained in developed countries. The results are discussed in relation to the prevailing cultural milieu.This article is based on a paper presented by the author at the 1992 Department of Educational Psychology National Seminar, Gender Issues in a Changing Society, Kenyatta University, Nairobi.     

Sensation-seeking and differentially arousing television commercials

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.     

Gender displaying television commercials: A comparative study of television commercials in the 1950s and 1980s

Recent researchers have argued both that there has been change in the way gender is portrayed in television commercials and that gender images have remained stereotypical. Comparing television commercials from the 1950s/early 1960s to commercials from the 1980s, this study explores the issue of how much, if any, change has occurred in gender images. Additionally, the study focuses on the gender display of main characters and the circumstances under which it varies. Results indicate that there has been change in the images of women but not men. The activity that women are pictured in significantly changed from the 1950s to the 1980s, and a change in activity has the strongest effect on the display of gender.Partial funding for this research was provided by the Academic Senate of the University of California, Riverside. Statistical assistance was provided by Masako Ishii-Kuntz. Research assistance was provided by Kathryn Bigelow, Saralyn Caloff, and Eloy Zarate. We gratefully acknowledge the use of films housed at the UCLA Film and Television Archive. Our thanks to the anonymous reviewers atSex Roles for their helpful comments.     

Serial position effects in recall of television commercials

Does the position of a television commercial in a block of commercials determine how well it will be recalled? The findings of naturalistic studies can be affected by uncontrolled presentation, viewing, and retention variables. In the present article, college students viewed lists of 15 commercials in a laboratory simulation and recalled the product brand names. In an immediate test, the first commercials in a list were well recalled (a primacy effect), as were the last items (a recency effect), in comparison with the recall of middle items. In an end-of-session test, the primacy effect persisted, but the recency effect disappeared. Embedding lists within a television program again produced better recall of the first items during end-of-session tests of recall and recognition. These results offered convergent validity for the naturalistic studies of commercial memory, and they supported the usefulness of combining laboratory and field methods to answer questions about everyday memory.     

Sex role messages in television commercials: An update

Sex Roles - Traditionally, television commercials have served to reinforce conventional sex role stereotypes. The purpose of this study is to determine if there have been any changes in the...     

Understanding strategic interactions in television commercials: A developmental study

The purpose of this study was to introduce an assessment procedure designed to explain developmental differences in understanding television advertising messages. Goffman's sociological concept of the “strategic interaction” and “recursive thinking,” the social analogue of Inhelder and Piaget's analysis of formal operational reasoning, provided the conceptual framework for our experimental paradigm. Four commercials for children's food products containing strategic interactions between two siblings were shown to 84 children, adolescents, and young adults. Participants were assessed for their understanding of the actors' behaviors and thoughts and for their understanding of the intent and persuasive strategy of the advertiser. Results indicated effects for both grade and commercial structure. The implications of these findings for social-cognitive development and for policy affecting children and television advertising are discussed.     

The effect of television day part on gender portrayals in television commercials: A content analysis

Gender portrayals in 2,209 network television commercials were content analyzed. To compare differences between three day parts, the sample was chosen from three time periods: daytime, when the audience is mostly women; evening prime time, when the sex of the audience is more evenly distributed; and weekend afternoon sportscasts, when men are a large percentage of the audience. The results indicate large and consistent differences in the way men and women are portrayed in these three day parts, with almost all comparisons reaching significance at the .05 level. Although ads in all day parts tended to portray men in stereotypical roles of authority and dominance, those on weekends tended to emphasize escape from home and family. The findings of earlier studies which did not consider day part differences may now have to be reevaluated.     

Effects of programme context on memory of humorous television commercials

This study examined the effects of programme context on the memory of humorous television advertisements among a youth sample aged 16 to 18 years. Additionally, the relationship between the enjoyment and involvement properties of the programme and memory for advertisements were investigated. An experimental design was developed to test the memory for a set of six humorous and a set of six non-humorous advertisements within two programme contexts—a news bulletin and a comedy show. Findings indicated that unaided recall for advertisements was affected by programme type with memory for advertising being better from news than from comedy. Further, memory for humorous advertisements was better than that for non-humorous advertisements. Audience involvement with, and enjoyment of, the surrounding programme were found to be associated with poorer memory for advertisement content. Copyright © 1998 John Wiley & Sons, Ltd.     

Exposure to slim images in mass media: television commercials as reminders of restriction in restrained eaters

OBJECTIVE: The aim of the present study was to explore the effects of exposure to slim images and diet-related products in commercials on actual food intake in relation to dietary restraint. DESIGN: An experimental design was used, in which food intake was measured in 124 female students who watched either a sad or a neutral movie on television, which was interrupted by either commercials featuring slim models and diet products, or neutral commercials. Subsequently, participants filled out questionnaires on dietary restraint and any tendency toward overeating. MAIN OUTCOME VARIABLE: Intake of snack food while watching television. RESULTS: It was found that highly restrained students exposed to commercials with slim models and diet-related products ate less food, whereas less restrained eaters ate slightly more after seeing these commercials. CONCLUSION: The findings suggest that restrained eaters confronted with diet products and slim images when watching television will be reminded of their restricted eating behavior and eat less. The present study provides support for the reinhibition theory of slim media images.     

The family on television: Evaluation of gender roles in situation comedy

This study investigated whether television domestic comedies’ depictions of gender roles within the family have changed in the past 40 years. Ten domestic comedies were selected based on their popularity and the inclusion of siblings. These series were divided into two groups—pre and post 1984, given the time span covered by the series and the series’ setting. College students screened three representative episodes and made subsequent judgments on the portrayals of similarity, equality, and dominance, family satisfaction and family stability in the spousal, sibling, and familial relationships. Results indicated the depictions of gender roles fluctuated throughout the period, with peaks in satisfaction and stability ratings in the 1950s and mid-1980s. More recent domestic comedies contained less positive depictions, specifically displaying more dominance and less satisfaction and stability. Subjects reported families that were more distressed were less desirable and less like their own.     

Recall of television commercials as a function of viewing context: the impact of program-commercial congruity on commercial messages

The effect of the congruity between the involvement types of advertising commercial and a television program on the effectiveness of the commercial was studied. Participants (N = 103) viewed either a cognitive or an affective commercial for a product, which was embedded in either a cognitive or an affective television program. The results showed that the effects of the congruence influence the impact on memory. Free recall and cued recall were significantly influenced by the program-commercial congruity. Free recall and cued recall were significantly higher for the cognitively involving commercial in the cognitively involving program context than in the affectively involving program context. Similarly, free recall and cued recall were significantly higher for the affectively involving commercial in the affectively involving program context than in the cognitively involving program context.     

Male acceptance of female career roles

Forty-two male university students rated five written female role statements matched with video taped females on an 11-point probability of marriage scale. A significant main effect for work roles revealed the order of preference to be Immediate Nurturer, Delayed Nurturer, Homemaker, Integrator, and Career Primary — confirming the expected preference of these middle-class college males for women who combine traditional family goals with some degree of career involvement. There was also an interaction between work roles, female physical attractiveness, and male self-esteem, which revealed an inability of low self-esteem males to tolerate the very attractive career-oriented female.     

Television viewing and perceptions of women's roles on television and in real life

Television has been heavily criticized in the popular press for the way it depicts women. Narrow and stereotyped portrayals of women may, according to some writers, cultivate misconceptions among the public about the way women are or should be. In a new investigation of this issue a survey study was undertaken with a large British sample in the London ITV region in which data were obtained on TV viewing behaviours and perceptions of the way women are portrayed on TV and beliefs about how they are or should be in real life. Results showed that only weight of action-drama viewing was significantly related to respondents' perceptions of women. Heavy viewers of action-drama content were more likely than light viewers to perceive women in reality as self-reliant, not quarrelsome with other women, not dependent on attractiveness to get on, and not preoccupied by romantic affairs. However, heavy action viewers also tended to believe that most women actually want to become mothers, and do not want careers, and more importantly that women ought to be like this. Only in some respects were these relationships consonant with those inferred by content analysts.     

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.     

Gender role stereotyping in Australian radio commercials

Most previous research into gender role stereotypes in the mass media has concentrated on television or print. Only one content analysis (Furnham & Schofield, 1986) has examined radio content, finding patterns of bias in British radio commercials consistent with, though less marked than, those in television commercials. The present study sought to determine whether similar patterns obtain in another Western country’s radio commercials collected approximately a decade later. Over 100 Australian radio ads were content analyzed, and results very similar to those of the earlier study were obtained. The findings are discussed in terms of their implications for studies of gender role development and audience reactions to media content. We are grateful to Elyse Frankel and Jason Low for assistance in data coding and checking, and to two anonymous reviewers for constructive commentaries on an earlier version.     

Appraising gender role portrayals in TV commercials

The Bem Sex-Role Inventory (BSRI) was used to appraise the gender role orientations of characters appearing in prime-time television advertisements. Four hundred twenty-six college students (primarily Caucasian) rated major ad characters on the BSRI and provided perceptual judgments about the character and ad presentation. The confirmatory analysis of the psychometric properties of the BSRI indicated the appropriateness of the scale for self- and person-perception ratings. BSRI Femininity and Masculinity subscale scores for the ad characters were analyzed as continuous variables. Counterstereotypic female characters had significantly higher Masculinity scores than stereotypic female characters and counterstereotypic male characters had significantly higher Femininity scores than stereotypic male characters. The BSRI was also a significant predictor of character and ad perceptions. A new direction for gender role research is presented.     

Sex differences on televised toy commercials

Televised toy commercials were observed during the 1977 (N=44) and 1978 (N=47) Christmas holiday seasons; children shown in the commercials were classified by sex and activity or passivity. In 1977 53 boys and 37 girls were observed; 71 boys and 35 girls were shown in 1978. There were significantly more boys than girls in the 1978 sample of commercials; more commercials contained boys than girls, and there were more boys than girls per commercial. Girls were more likely to appear in a passive role than boys were in the 1977 commercials. There were significantly fewer mixed-sex commericals than expected in 1977, but not in 1978. Percentages of commercials representing 12 toy categories and percentages of boys and girls appearing within each category are described; differences between years are discussed.     

TV commercials as achievement scripts for women

This study suggests that sex stereotypes implicitly enacted, but never explicitly articulated, in TV commercials may inhibit women's achievement aspirations. Men and women (N=180) viewed locally produced replicas of four current, sex-stereotyped commercials, or four replicas that were identical except that the sex roles were reversed, or (control) named their favorite TV programs. All subjects then wrote an essay imagining their lives “10 years from now.” The essays were coded for achievement and homemaking themes. Women who viewed traditional commercials deemphasized achievement in favor of homemaking, compared to men and compared to women who had seen reversed role commercials. The reversed role commercials eliminated the sex difference in net achievement focus. Control subjects were indistinguishable from their same-sex counterparts in the traditional condition. The results identified some social changes needed to make “equality of opportunity” a social reality for women as well as men.