Gender Representation in Television Commercials: Updating an Update

Gender Representation in Television Commercials: Updating an Update We replicated the studies of O'Donnell and O'Donnell (1978) and Lovdal (1989) to analyze trends in gender representation in television commercials. A total of 757 commercials in Spring 1998 were recorded and analyzed for type of product, gender of the product representative, and gender of the voice-over. Similar to previous studies, findings indicated that men were underrepresented in commercials of domestic products, and women were underrepresented in commercials of nondomestic products. In fact, this form of gender bias was higher compared to Lovdal's data. Findings also revealed a decrease in the percentage of male voice-overs from about 90% to 71%. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Sex Roles Springer Journals

Gender Representation in Television Commercials: Updating an Update

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Publisher
Kluwer Academic Publishers-Plenum Publishers
Copyright
Copyright © 2000 by Plenum Publishing Corporation
Subject
Psychology; Gender Studies; Sociology, general; Medicine/Public Health, general
ISSN
0360-0025
eISSN
1573-2762
D.O.I.
10.1023/A:1007112826569
Publisher site
See Article on Publisher Site

Abstract

We replicated the studies of O'Donnell and O'Donnell (1978) and Lovdal (1989) to analyze trends in gender representation in television commercials. A total of 757 commercials in Spring 1998 were recorded and analyzed for type of product, gender of the product representative, and gender of the voice-over. Similar to previous studies, findings indicated that men were underrepresented in commercials of domestic products, and women were underrepresented in commercials of nondomestic products. In fact, this form of gender bias was higher compared to Lovdal's data. Findings also revealed a decrease in the percentage of male voice-overs from about 90% to 71%.

Journal

Sex RolesSpringer Journals

Published: Oct 16, 2004

References

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