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- Publisher
- Springer Journals
- Copyright
- Copyright © 1999 by Plenum Publishing Corporation
- Subject
- Psychology; Gender Studies; Sociology, general; Medicine/Public Health, general
- ISSN
- 0360-0025
- eISSN
- 1573-2762
- DOI
- 10.1023/A:1018826900972
- Publisher site
- See Article on Publisher Site
Abstract
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.
Journal
Sex Roles – Springer Journals
Published: Sep 30, 2004