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- Title
Sex Roles in Advertising: A Comparison of Television Advertisements in Australia, Mexico, and the United States.
- Authors
Gilly, Mary C.
- Abstract
In the past, research has found that the portrayal of sex roles in advertising has not reflected equality or reality. Further, studies typically have examined only U.S. advertising, leaving open the question of cultural influence on advertising's sex role portrayals. The author offers a new analysis of sex roles in advertising and compares content analysis findings for U.S., Australian, and Mexican television advertisements. Results reveal differences in the portrayal of the sexes in U.S. advertisements. Australian advertisements show somewhat fewer sex role differences and Mexican advertisements show slightly more sex role differences than U.S. advertisements. Stereotypes are found in the advertising of all three countries, but are manifested in different ways.
- Subjects
GENDER role in advertising; SEX in advertising; ADVERTISING; TELEVISION advertising; MARKETING; WOMEN in advertising; GENDER role in mass media; GENDER differences (Psychology); MASS media &; culture; MARKETING research
- Publication
Journal of Marketing, 1988, Vol 52, Issue 2, p75
- ISSN
0022-2429
- Publication type
Article
- DOI
10.1177/002224298805200206