The Portrayal of Men and Women in U.S. Television Commercials: A Recent Content Analysis and Trends over 15 Years

Content analysis of American television commercials since 1971 reveals several differences between the portrayal of men and women, but many of the gaps seem to be narrowing. The findings are discussed in terms of the potential effects of exposure to stereotyped depictions on viewers' sex role a...

Full description

Saved in:
Bibliographic Details
Published inSex Roles: A Journal of Research Vol. 18; no. 9-10; p. 595
Main Authors Bretl, Daniel J, Cantor, Joanne
Format Journal Article
LanguageEnglish
Published 1988
Subjects
Attitudes
Characterization
Females
Longitudinal Studies
Males
Mass Media Effects
Narration
Sex Role
Sex Stereotypes
Social Science Research
Television Commercials
Television Research
Online AccessGet more information

Cover

More Information
Summary:Content analysis of American television commercials since 1971 reveals several differences between the portrayal of men and women, but many of the gaps seem to be narrowing. The findings are discussed in terms of the potential effects of exposure to stereotyped depictions on viewers' sex role attitudes. (Author/BJV)