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.     

A programmable circuit for varying light intensity

An inexpensive circuit is described for the control of light intensity. The control is obtained by a method that produces no color changes and may be programmed by any system that can express itself in four-digit binary numbers.     

Semantic processing in dichotic listening? A replication

This experiment explores semantic processing of one message while another is attended to and shadowed. It was an attempt to replicate and clarify an earlier finding by Lewis (1970). Like Lewis, we found that mean shadowing latency was increased when a synonym of the shadowed word coincided with it on the unattended channel. However, this occurred only with synonyms in an early list position and appeared to affect only a small proportion of trials. The implications of this and other recent findings for theories of selective listening are discussed.     

MULTIPLE TREATMENT INTERFERENCE IN THE ALTERNATING TREATMENTS DESIGN AS A FUNCTION OF THE INTERCOMPONENT INTERVAL LENGTH

In experimental designs requiring the administration of more than one treatment to the same subject(s), the effect of one treatment may be influenced by the effect of another treatment (Campbell & Stanley, 1963), a phenomenon known as multiple treatment interference. We conducted two studies in which multiple treatment interference in an alternating treatments design was shown to be a function of the length of the intercomponent interval (ICI) separating treatment conditions. In the first study, we evaluated the effects of four different treatments on the mouthing of a severely retarded boy. Under a 1-min ICI no consistent differential responding to treatment was obtained. Differential responding emerged when the ICI was increased from 1 min to 120 min, thus suggesting multiple treatment interference in the lack of differential responding under a 1-min changeover interval. Functional control of the nondifferential and differential responding as a function of the ICI length was replicated in a reversal phase. In the second study, we compared two treatment procedures for the disruptive noncompliant behavior of a moderately retarded boy. Multiple treatment interference (i.e., the lack of differential responding) occurred with the 1-min intercomponent interval. An increase to a 120-min ICI again resulted in differential responding. A replication of multiple treatment interference by a reversal to a short interval phase was not achieved in the second subject. Results of this study support much of the basic literature on discrimination and multiple treatment interference. Major findings of this study are twofold: Multiple treatment interference can depend on the length of the changeover interval between treatments and multiple treatment interference can take the form of a lack of differential responding to various treatments. Implications for future research are discussed.     

The Influence of Perceived Injustice on the Endorsement of Political Leaders1

Recent public opinion polls have suggested that there is a striking lack of public support for national political leaders and institutions. The two studies discussed in this paper explore why public evaluations of political leaders and institutions are low. In particular, they examine the role of perceived injustice in creating dislike for and distrust of leaders and institutions. This focus upon justice is contrasted with the more traditional focus upon the level of outcomes received from the political system and upon congruence in citizen-leader policy preferences. The results strongly support a focus upon justice by showing that judgments of injustice exercise an influence upon leadership evaluations and in stitutional endorsements which is independent of beliefs about the level of outcomes the political system is providing to citizens or of public support for government policies. In fact, both studies suggest that judgments of justice or injustice have more influence upon the endorsement of political leaders and institutions than do outcome-related concerns.     

Event-related potential data acquisition on the Apple II+/IIe

Event-related potential (ERP) research is a valuable technique for understanding neural mechanisms underlying cognition. With few exceptions, this research has used minicomputer-based data-acquisition systems, thus limiting ERP research to labs with large computers. The hardware and software presented here allow the Apple II+ or Apple IIe microcomputers to present stimuli and collect data from as many as three electrode sites. A fourth electrode site may be used to monitor eyeblinks and allows the exclusion of those trials in which an eyeblink occurs. After the data are collected and averaged, they are stored by subject, task, and electrode on disk where they subsequently may be displayed, analyzed, or downloaded to a mainframe computer.