Gender Displaying Television Commercials: A Comparative Study of Television Commercials in the 1950s and the 1980s

UNCG Author/Contributor (non-UNCG co-authors, if there are any, appear on document)
Kenneth D Allan, Associate Professor (Creator)
The University of North Carolina at Greensboro (UNCG )
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Abstract: Recent researchers have argued both that there has been change in the way gender is portrayed in television commercials and that gender images have remained stereotypical. Comparing television commercials from the 1950s/early 1960s to commercials from the 1980s, this study explores the issue of how much, if any, change has occurred in gender images. Additionally, the study focuses on the gender display of main characters and the circumstances under which it varies. Results indicate that there has been change in the images of women but not men. The activity that women are pictured in significantly changed from the 1950s to the 1980s, and a change in activity has the strongest effect on the display of gender.

Additional Information

Sex Roles, Vol. 35 (3/4): 185-203
Language: English
Date: 1996
Television commercials, Gender images, 1950s, 1980s

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