Beteiligte: | , |
---|---|
In: | comm, 33, 2008, 2, S. 169-190 |
veröffentlicht: |
Walter de Gruyter GmbH
|
Medientyp: | Artikel, E-Artikel |
Umfang: | 169-190 |
---|---|
ISSN: |
0341-2059
1613-4087 |
DOI: | 10.1515/commun.2008.010 |
veröffentlicht in: | comm |
Sprache: | Englisch |
Schlagwörter: | |
Kollektion: | Walter de Gruyter GmbH (CrossRef) |
<jats:title>Abstract</jats:title> <jats:p>This study examined 153 foodstuff commercials on a popular British television channel. Eighty ‘Daytime’ and 73 ‘Evening’ commercials were separately coded for 11 content categories; constituting attributes pertaining to central advertised figures (gender, presentation-mode, credibility-basis, role, age, location, arguments, background, reward-type, product-appeal, end-comment). Although both sexes were portrayed stereotypically for eight daytime and nine evening content analytic categories, daytime advertisements tended to reveal advertisers' awareness of a female audience which tended to be reflected in greater proportions of non-stereotyped female depictions rather than a salience of female stereotypes. Results are discussed with respect to implicated gender ideologies and their accuracy against the wider sex-role climate in society.</jats:p> |