Gender portrayals in food commercials at different times of the day: A content analytic study
Identifieur interne : 000D48 ( Istex/Corpus ); précédent : 000D47; suivant : 000D49Gender portrayals in food commercials at different times of the day: A content analytic study
Auteurs : Alexandra Aronovsky ; Adrian FurnhamSource :
- Communications [ 0341-2059 ] ; 2008-06.
English descriptors
- Teeft :
- Adrian furnham, Advertisement, Advertiser, Advertising research, Alexandra, Alexandra aronovsky, American television commercials, Aronovsky, Beverage commercials, British advertisements, British journal, British television advertisements, Central figure, Central figures, Child appeals, Coding, Coding categories, Coding category attributes, Communication research, Content analysis, Content categories, Conventional stereotyping, Credibility, Credibility basis, Current study, Danish television, Daytime commercials, Daytime sample, Daytime television, Dependent ones, Dependent roles, Different advertisements, Different times, Electronic media, Equal proportions, Ernest dichter, European journal, Evening commercials, Evening sample, Evening samples, Female audiences, Female characters, Female depictions, Female figures, Female portrayals, Female stereotypes, Food advertisement, Food advertisements, Food commercials, Food consumption, Food products, Foodstuff, Foodstuff commercials, Furnham, Gender, Gender biases, Gender differences, Gender group, Gender ideologies, Gender portrayal, Gender portrayals, Gender representation, Gender role stereotyping, Gender roles, Gender stereotypes, Gender stereotyping, Great britain, Great deal, Greater extent, Gunter, Independent roles, John libbey, Leisure settings, Male figures, Money appeal, More females, More males, National audit office, Occupational settings, Other appeals, Other categories, Overall females, Overall significance, Particular groups, Pleasurable rewards, Portrayal, Practical pleasure, Practical rewards, Previous studies, Prime time, Product appeal, Product appeal child value, Reward type, Role portrayals, Same time, Scientific arguments, Significant difference, Social psychology, Specific audiences, Stereotyping, Television advertisements, Television advertising, Television commercials, Visual modes.
Abstract
This study examined 153 foodstuff commercials on a popular British television channel. Eighty ‘Daytime’ and 73 ‘Evening’ commercials were separately coded for 11 content categories; constituting attributes pertaining to central advertised figures (gender, presentation-mode, credibility-basis, role, age, location, arguments, background, reward-type, product-appeal, end-comment). Although both sexes were portrayed stereotypically for eight daytime and nine evening content analytic categories, daytime advertisements tended to reveal advertisers' awareness of a female audience which tended to be reflected in greater proportions of non-stereotyped female depictions rather than a salience of female stereotypes. Results are discussed with respect to implicated gender ideologies and their accuracy against the wider sex-role climate in society.
Url:
DOI: 10.1515/COMMUN.2008.010
Links to Exploration step
ISTEX:80E853A62B851C052C021AEC9CD34144DA51B4D2Le document en format XML
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KG, D-10785 Berlin</copyright-statement><copyright-year>2008</copyright-year><related-article related-article-type="pdf" xlink:href="commun.2008.010.pdf"></related-article><abstract><title>Abstract</title><p>This study examined 153 foodstuff commercials on a popular British television channel. Eighty ‘Daytime’ and 73 ‘Evening’ commercials were separately coded for 11 content categories; constituting attributes pertaining to central advertised figures (gender, presentation-mode, credibility-basis, role, age, location, arguments, background, reward-type, product-appeal, end-comment). Although both sexes were portrayed stereotypically for eight daytime and nine evening content analytic categories, daytime advertisements tended to reveal advertisers' awareness of a female audience which tended to be reflected in greater proportions of non-stereotyped female depictions rather than a salience of female stereotypes. Results are discussed with respect to implicated gender ideologies and their accuracy against the wider sex-role climate in society.</p></abstract><kwd-group><title>Keywords:</title><kwd><italic>gender</italic></kwd><x>, </x><kwd><italic>stereotypes</italic></kwd><x>, </x><kwd><italic>food</italic></kwd><x>, </x><kwd><italic>time-of-day</italic></kwd></kwd-group></article-meta></front></article></istex:document></istex:metadataXml><mods version="3.6"><titleInfo lang="en"><title>Gender portrayals in food commercials at different times of the day: A content analytic study</title></titleInfo><titleInfo type="alternative" lang="en" contentType="CDATA"><title>Gender portrayals in food commercials at different times of the day: A content analytic study</title></titleInfo><name type="personal"><namePart type="given">Alexandra</namePart><namePart type="family">Aronovsky</namePart><affiliation>A graduate of University College London, 26 Bedford Way, London WC1H 0AP, United Kingdom</affiliation><role><roleTerm type="text">author</roleTerm></role></name><name type="personal"><namePart type="given">Adrian</namePart><namePart type="family">Furnham</namePart><affiliation>Professor at the Department of Psychology, University College London, 26 Bedford Way, London WC1H 0AP, United Kingdom, E-mail: a.furnham@ucl.ac.uk</affiliation><role><roleTerm type="text">author</roleTerm></role></name><typeOfResource>text</typeOfResource><genre type="research-article" displayLabel="research-article"></genre><originInfo><publisher>Walter de Gruyter GmbH & Co. KG</publisher><dateIssued encoding="w3cdtf">2008-06</dateIssued><dateCreated encoding="w3cdtf">2008-05-28</dateCreated><copyrightDate encoding="w3cdtf">2008</copyrightDate></originInfo><language><languageTerm type="code" authority="iso639-2b">eng</languageTerm><languageTerm type="code" authority="rfc3066">en</languageTerm></language><physicalDescription><internetMediaType>text/html</internetMediaType></physicalDescription><abstract lang="en">This study examined 153 foodstuff commercials on a popular British television channel. Eighty ‘Daytime’ and 73 ‘Evening’ commercials were separately coded for 11 content categories; constituting attributes pertaining to central advertised figures (gender, presentation-mode, credibility-basis, role, age, location, arguments, background, reward-type, product-appeal, end-comment). Although both sexes were portrayed stereotypically for eight daytime and nine evening content analytic categories, daytime advertisements tended to reveal advertisers' awareness of a female audience which tended to be reflected in greater proportions of non-stereotyped female depictions rather than a salience of female stereotypes. Results are discussed with respect to implicated gender ideologies and their accuracy against the wider sex-role climate in society.</abstract><subject><genre>Keywords</genre><topic>gender</topic><topic>stereotypes</topic><topic>food</topic><topic>time-of-day</topic></subject><relatedItem type="host"><titleInfo><title>Communications</title></titleInfo><titleInfo type="abbreviated"><title>Communications</title></titleInfo><genre type="journal">journal</genre><identifier type="ISSN">0341-2059</identifier><identifier type="eISSN">1613-4087</identifier><identifier type="PublisherID">comm</identifier><part><date>2008</date><detail type="volume"><caption>vol.</caption><number>33</number></detail><detail type="issue"><caption>no.</caption><number>2</number></detail><extent unit="pages"><start>169</start><end>190</end></extent></part></relatedItem><identifier type="istex">80E853A62B851C052C021AEC9CD34144DA51B4D2</identifier><identifier type="DOI">10.1515/COMMUN.2008.010</identifier><identifier type="ArticleID">COMM.33.2.169</identifier><identifier type="pdf">commun.2008.010.pdf</identifier><accessCondition type="use and reproduction" contentType="copyright">© 2008 by Walter de Gruyter GmbH & Co. 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