Sex-Role Stereotyping in Television Commercials: A Review and Comparison of Fourteen Studies Done on Five Continents Over 25 Years

Sex-Role Stereotyping in Television Commercials: A Review and Comparison of Fourteen Studies Done... 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Sex Roles Springer Journals

Sex-Role Stereotyping in Television Commercials: A Review and Comparison of Fourteen Studies Done on Five Continents Over 25 Years

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Publisher
Kluwer Academic Publishers-Plenum Publishers
Copyright
Copyright © 1999 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:1018826900972
Publisher site
See Article on Publisher Site

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