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- Title
Gender Representation of Older People in Japanese Television Advertisements.
- Authors
Prieler, Michael; Kohlbacher, Florian; Hagiwara, Shigeru; Arima, Akie
- Abstract
This content analysis of 306 Japanese television advertisements featuring older people (50+) analyzed differences in representation based on gender. The results revealed that both genders were underrepresented in comparison to demographic reality. This disparity was even more pronounced for older females, who appeared in less than half as many commercials as did older males. Older females were depicted at home, while their male counterparts were shown in the workplace. Moreover, some product categories were associated with a particular gender: cosmetics/toiletries with females and foods/beverages with males. Many of these findings are in accordance with previous studies from other parts of the world. Adding evidence from Japan lends support to the hypothesis of global gender stereotypes.
- Subjects
JAPAN; TELEVISION advertising; TELEVISION commercials; GENDER stereotypes; OLDER people in advertising; CONSUMER goods
- Publication
Sex Roles, 2011, Vol 64, Issue 5-6, p405
- ISSN
0360-0025
- Publication type
Article
- DOI
10.1007/s11199-010-9923-y