Gender-role Stereotyping in Adult and Children's Television Advertisements: A Two-Study Comparison Between Great Britain and Poland
Identifieur interne : 000A16 ( Main/Exploration ); précédent : 000A15; suivant : 000A17Gender-role Stereotyping in Adult and Children's Television Advertisements: A Two-Study Comparison Between Great Britain and Poland
Auteurs : Adrian Furnham ; Alexandra SaarSource :
- Communications [ 0341-2059 ] ; 2005-01-01.
English descriptors
- Teeft :
- Adrian furnham, Advertisement, Alexandra, Alexandra saar, Background category, British data, British journal, British ones, British sample, British studies, British television, British television advertisements, Central characters, Central figure, Central figures, Central roles, Children none, Coding, Coding category, Coding procedure, Coding reliability, Communication research, Comparative study, Content analysis, Credibility, Credibility basis, Credibility user authority none, Danish television, Eastern european country, Electronic media, European journal, Female characters, Female none, Frequency frequency frequency, Furnham, Gender, Gender differences, Gender portrayal, Gender roles, Gender stereotypes, Gender stereotyping, Great britain, Gunter, Hong kong, Location home leisure occupation, More advertisements, More males, More stereotyping, Opinion none, Osrodek badania opinii publicznej, Other food, Previous studies, Product type, Product type body home food, Product type food toys, Rapid movement, Rapid movement chisquare, Reward type, Role stereotyping, Saar, Second study, Significant difference, Significant differences, Social psychology, Stereotyping, Target gender, Television actors, Television advertisements, Television advertising, Television commercials, Time periods, Voli.
Abstract
The aim of these two studies was to test to what extent television advertisements reflect gender-role differentiation in two countries: Poland and Britain. British (Adult = 50; Child = 39) and Polish (Adult = 48; Child = 47) samples of television advertisements were analyzed and compared with previous studies. The results show slightly more gender-role stereotyping in Polish television advertisements, and a slight decline of stereotyping in Britain. The second study was conducted on children's advertisements following Furnham, Abramsky, and Gunter's (1997) content analytic study. In general, there were more advertisements oriented towards both girls and boys, and there were more males as central figures. The differences between two countries were not major, suggesting that levels of gender-stereotyping in Poland and Britain are similar, with slightly more stereotyping present in Polish advertisements.
Url:
DOI: 10.1515/comm.2005.30.1.73
Affiliations:
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British (Adult = 50; Child = 39) and Polish (Adult = 48; Child = 47) samples of television advertisements were analyzed and compared with previous studies. The results show slightly more gender-role stereotyping in Polish television advertisements, and a slight decline of stereotyping in Britain. The second study was conducted on children's advertisements following Furnham, Abramsky, and Gunter's (1997) content analytic study. In general, there were more advertisements oriented towards both girls and boys, and there were more males as central figures. 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