GENDER IMAGES IN COMMERCIALS

Gender Commercials

Effects in Printed Commercials:

The aim of this article is to investigate the emotional effects commercials cause on the interpreting mind in the so-called moment of exposure (MoE). Furthermore, we investigate what happens in the aftermath of the MoE, the after rationalisation process, which we name the Significance-effect (SiE), this is the process where the emotional level caused by the MoE becomes related to memory and the...

The Effect of Television Day Part on Gender Portrayals in Television Commercials: A Content Analysis

Gender portrayals in 2,209 network television commercials were content analyzed. To compare differences between three day parts, the sample was chosen from three time periods." daytime, when the audience is mostly women; evening prime time, when the sex of the audience is more evenly distributed," and weekend afternoon sportscasts, when men are a large percentage of the audience. The results in...

Working Hard or Hardly Working? Gender, Humor, and the Performance of Domestic Chores in Television Commercials

This content analysis updates the literature regarding gender and the depiction of housework in television commercials by exploring not just the distribution of chores but also the success or failure of chore performance. A sample of 477 commercials featuring domestic chores that aired in a week of primetime television programming on all of the broadcast networks was analyzed. Among the key fin...

Are Spike’s Commercials More Sexist than Lifetime’s: A Comparison of Gender Role Portrayals in Advertising

In light of the proliferation of niche market networks and other trends towards market segmentation that have arisen in recent years, this study explored the prevalence of gender role stereotyping and product stereotyping in the commercials aired on gender-specific niche market networks. This study used content analysis to examine gender role portrayals in the advertisements played on Spike TV,...