The portrayal of men and women in television advertisements: An updated review of 30 studies published since 2000
Identifieur interne : 000417 ( Main/Exploration ); précédent : 000416; suivant : 000418The portrayal of men and women in television advertisements: An updated review of 30 studies published since 2000
Auteurs : Adrian Furnham [Royaume-Uni] ; Stephanie Paltzer [Royaume-Uni]Source :
- Scandinavian Journal of Psychology [ 0036-5564 ] ; 2010-06.
English descriptors
- KwdEn :
- Teeft :
- Accessories cleaning products transport telecommunications organizations media technology background, Advertisement, Attributes mode, Australasia, Baby care health, Body products, Bresnahan, British journal, British television advertisements, Bulgaria, Burnaz, Central role, Certain categories, Chan, Children none, Chinese advertisements, Coding categories, Content analysis, Content categories, Credibility, Dependent celebrity, Different studies, Different times, English advertisements, English hong kong, Factual arguments, Farragher, Food products, Furnham, Furnham chan, Furnham farragher, Furnham hussain, Furnham imadzu, Furnham imazdu, Furnham saar, Gender, Gender representation, Gender roles, Gender stereotypes, Gure, Gures, Higher proportion, Hong kong, Ibroscheva, Inoue, Journal compilation, Kuster vila, Large difference, Leisure settings, Malaysia, Male background, Many researchers, Mauritius, Mcarthur, Milner, Milner collins, More females, Nishida, None reward type, Occupational settings, Opinion argument, Opinion arguments, Other countries, Other role, Other studies, Paltzer, Paltzer scand, Parent presenter worker homemaker, Pleasure product, Practical rewards, Private residence, Private residences, Product type, Product type body home food, Product user, Psychol, Researcher, Reward type, Role stereotypes, Roles stereotyping scand, Saar, Scand, Scandinavian, Serbia, Similar results, Singapore, Skoric, Skoric furnham, Social psychology, Social store, Stereotyping, Television advertisements, Television advertising, Television commercials, Theoretical framework, Toiletries electronics vehicles clothing, Uray, Uray burnaz, User, Voice credibility user user.
Abstract
Furnham, A. & Paltzer, S. (2010). The portrayal of men and women in television advertisements: An updated review of 30 studies published since 2000. Scandinavian Journal of Psychology, 51, 216–236. In 1999, Furnham and Mak published a review of 14 content‐analytic studies of sex roles stereotyping in television commercials. All these studies were based on the McArthur and Resko (1975) content categories. This paper updates that review considering 30 studies in over 20 countries published between 2000 and 2008. Studies were from Australasia, Austria, Bulgaria, Ghana, Hong Kong, Japan, Kenya, Korea, Malaysia, Mauritius, New Zealand, Poland, Russia, Serbia, Singapore, South Africa, Spain, Saudi Arabia, Sweden, Taiwan, Thailand, Turkey, the United Kingdom and the United States. They examined over 8,000 advertisements. National and cultural differences in gender stereotypes are also considered in the light of this data. The popularity of, and the problems associated with, the research paradigm are considered.
Url:
DOI: 10.1111/j.1467-9450.2009.00772.x
Affiliations:
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(2010). The portrayal of men and women in television advertisements: An updated review of 30 studies published since 2000. Scandinavian Journal of Psychology, 51, 216–236. In 1999, Furnham and Mak published a review of 14 content‐analytic studies of sex roles stereotyping in television commercials. All these studies were based on the McArthur and Resko (1975) content categories. This paper updates that review considering 30 studies in over 20 countries published between 2000 and 2008. Studies were from Australasia, Austria, Bulgaria, Ghana, Hong Kong, Japan, Kenya, Korea, Malaysia, Mauritius, New Zealand, Poland, Russia, Serbia, Singapore, South Africa, Spain, Saudi Arabia, Sweden, Taiwan, Thailand, Turkey, the United Kingdom and the United States. They examined over 8,000 advertisements. National and cultural differences in gender stereotypes are also considered in the light of this data. 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