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

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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Sex Roles Springer Journals

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

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Publisher
Springer US
Copyright
Copyright © 2010 by Springer Science+Business Media, LLC
Subject
Psychology; Gender Studies; Sociology, general; Medicine/Public Health, general
ISSN
0360-0025
eISSN
1573-2762
D.O.I.
10.1007/s11199-010-9850-y
Publisher site
See Article on Publisher Site

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.

Journal

Sex RolesSpringer Journals

Published: Sep 22, 2010

References

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