Examination of Gender-role Portrayals in Television Advertising across Seven Countries |
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Authors: | Hye-Jin Paek Michelle R. Nelson Alexandra M. Vilela |
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Affiliation: | 1. Department of Advertising, Public Relations, and Retailing, College of Communication Arts & Science, Michigan State University, 320 CAS, East Lansing, MI, 48824, USA 2. Department of Advertising, University of Illinois at Urbana-Champaign, 102 Gregory Hall, Urbana, IL, 61801, USA 3. Department of Mass Communication & Communication Studies, Towson University, 8000 York Road, Towson, MD, 21252-0001, USA
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Abstract: | 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. |
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