alexa A Cross-Cultural Content Analysis of Sex-Role Stereotyping in Television Advertisements: A Comparison between Great Britain and New Zealand
Social & Political Sciences

Social & Political Sciences

Journal of Mass Communication & Journalism

Author(s): Furnham Adrian, Farragher Elena

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Over the past twenty years there have been a number of studies of the portrayal of men and women in television commercials (Furnham & Skae, 1997; McArthur, & Resko, 1975; Neto & Pinto, 1998) and more generally on prime time television (Elasmar, Hasegawa & Brain, 1999; Lauzen & Dozier, 1999). Furnham and Mak (1999) have done a comparison of fourteen studies from five continents all following the method and categorical scheme of this study and based on McArthur and Reko (1975). Primarily because television holds great power as an agency of socialization, but also due to the fact that it commands the largest audiences of the media forms (Gunter & Wober, 1992), the majority of research into sex-role portrayal in the media has focused on the depictions of men and women on television both in regular programs and also in advertisements (Gunter, 1995).

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This article was published in Journal of Broadcasting & Electronic Media and referenced in Journal of Mass Communication & Journalism

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