Gender Representation of Older People in Japanese Television Advertisements

Gender Representation of Older People in Japanese Television Advertisements This content analysis of 306 Japanese television advertisements featuring older people (50+) analyzed differences in representation based on gender. The results revealed that both genders were underrepresented in comparison to demographic reality. This disparity was even more pronounced for older females, who appeared in less than half as many commercials as did older males. Older females were depicted at home, while their male counterparts were shown in the workplace. Moreover, some product categories were associated with a particular gender: cosmetics/toiletries with females and foods/beverages with males. Many of these findings are in accordance with previous studies from other parts of the world. Adding evidence from Japan lends support to the hypothesis of global gender stereotypes. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Sex Roles Springer Journals

Gender Representation of Older People in Japanese Television Advertisements

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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/s11199-010-9923-y
Publisher site
See Article on Publisher Site

Abstract

This content analysis of 306 Japanese television advertisements featuring older people (50+) analyzed differences in representation based on gender. The results revealed that both genders were underrepresented in comparison to demographic reality. This disparity was even more pronounced for older females, who appeared in less than half as many commercials as did older males. Older females were depicted at home, while their male counterparts were shown in the workplace. Moreover, some product categories were associated with a particular gender: cosmetics/toiletries with females and foods/beverages with males. Many of these findings are in accordance with previous studies from other parts of the world. Adding evidence from Japan lends support to the hypothesis of global gender stereotypes.

Journal

Sex RolesSpringer Journals

Published: Jan 1, 2011

References

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