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ERIC Number: ED329217
Record Type: RIE
Publication Date: 1991
Pages: 85
Abstractor: N/A
A Content Analysis Comparing Gender Images in Network Television Commercials Aired in Daytime, Evening, and Weekend Telecasts.
Craig, R. Stephen
A content analysis comparing gender portrayals in 2,209 network television commercials was conducted. Many earlier studies treated television advertising's portrayal of men as unproblematic and excluded ads aimed specifically at men from the study sample. To address this shortcoming, the sample was chosen from three different day parts: (1) daytime, when women make up the majority of the audience and are the primary target for advertisers; (2) evening prime time, when the sex of audience members is more evenly distributed; and (3) weekend afternoon sportscasts, when men make up a large percentage of the viewing audience. Samples were analyzed on a number of factors including sex and age of the primary visual character; function of primary visual character as authority on or user of the product; role of the primary character; category of product such as food, body, or services; setting in which the product was portrayed; the reward promised by the product advertisement; and the sex and age of all other characters. The results indicate that there are large and consistent differences in the way men and women are portrayed in television commercials in the three day parts. Although ads in all day parts tended to portray men in stereotypical roles of authority and dominance, those on weekends tended to emphasize escape from home and family. The findings of earlier studies which do not consider day part difference may now have to be re-evaluated. A glossary of operational definitions used by the encoders is included. (22 tables, 63 references) (DB)
Publication Type: Reports - Research
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Grant or Contract Numbers: N/A