Sexual Content on Mainstream TV Advertising: A Cross-cultural Comparison

Sexual Content on Mainstream TV Advertising: A Cross-cultural Comparison A content analysis of 1,785 American ads and 1,467 Israeli ads maps the representation of sexual content on mainstream TV advertising in the two countries. This content appears in less than 5% of the advertisements. Most of it is mild and portrayed in the conservative context of an established relationship. Explicit material, socially discouraged practices, references to sexual responsibility and complete nudity are extremely rare. Israeli advertisements tend to present a higher share of sexual content than American ads, and male models are more likely to be partially nude than female models—but these differences are minor in extent. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Sex Roles Springer Journals

Sexual Content on Mainstream TV Advertising: A Cross-cultural Comparison

Sex Roles , Volume 57 (4) – May 11, 2007
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Publisher
Springer US
Copyright
Copyright © 2007 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/s11199-007-9247-8
Publisher site
See Article on Publisher Site

Abstract

A content analysis of 1,785 American ads and 1,467 Israeli ads maps the representation of sexual content on mainstream TV advertising in the two countries. This content appears in less than 5% of the advertisements. Most of it is mild and portrayed in the conservative context of an established relationship. Explicit material, socially discouraged practices, references to sexual responsibility and complete nudity are extremely rare. Israeli advertisements tend to present a higher share of sexual content than American ads, and male models are more likely to be partially nude than female models—but these differences are minor in extent.

Journal

Sex RolesSpringer Journals

Published: May 11, 2007

References

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