The Portrayal of Men and Women in British Television Advertisements: A Review of 7 Studies Published Over a 12 Year Period
Adrian Furnham* and Stephanie Paltzer
Department of Psychology, University College London, UK
- *Corresponding Author:
- Adrian Furnham
Department of Psychology
University College London, UK
Tel: +44 (0) 20 7679 5393 (25395)
E-mail: [email protected]
Received Date: November 08, 2011; Accepted Date: November 29, 2011; Published Date: December 02, 2011
Citation: Furnham A, Paltzer S (2011) The Portrayal of Men and Women in British Television Advertisements: A Review of 7 Studies Published Over a 12 Year Period. J Mass Communicat Journalism 1:102. doi:10.4172/2165-7912.1000102
Copyright: © 2011 Furnham A, et al. This is an open-access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.
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  content categories. This paper updates that review considering seven comparable studies done in Britain from 1989 to 2008 which were examined to look at changes over time. There was little evidence of changes in the way men and women were portrayed in television advertisements. Women tend to be portrayed as younger than men, users not authorities, and in the home rather than elsewhere. There seems little evidence of systematic linear changes in any of the twelve categories over the last decade. The popularity of, and the problems associated with, the research paradigm are considered.