Gender-Role Portrayals in Children's Television Advertisements

Gender-Role Portrayals in Television Advertising Across the Globe

Although there are numerous studies on gender-role portrayals in television advertising, comparative designs are clearly lacking. With content analytical data from a total of 13 Asian, American, and European countries, we study the stereotypical depiction of men and women in television advertisements. Our sample consists of 1755 ads collected in May 2014. Analyzing the gender of the primary cha...

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...

Gender Differences in Advertisements

Optimal Targeting of Television Advertisements∗

In this paper, we study the targeting of advertising for the largest media expenditure for most firms—television. While television advertising was once used to “broadcast” to the widest possible audience, today with the explosion of channels and show content, it has the potential to be targeted to a narrower audience. In this paper, we investigate this potential in the context of congressional ...

Gender bias in cardiovascular advertisements.

RATIONALE Women with cardiovascular disease are treated less aggressively than men. The reasons for this disparity are unclear. Pharmaceutical advertisements may influence physician practices and patient care. AIMS AND OBJECTIVE To determine if female and male patients are equally likely to be featured in cardiovascular advertisements. METHODS We examined all cardiovascular advertisements f...