Previous studies of mass media in many countries have confirmed that images of women are stereotypical and unrealistic, particularly in television advertising. This study was designed to analyze the representation of gender roles in Korean television advertising and to compare the results with previous studies conducted in other countries. A sample of 878 Korean television advertisements from the MBC network in 2001 was content analyzed. Findings indicate that women in Korean television advertising were portrayed as young (48.2%), as dependent (37.5%), and as nurturing children (12.1%); they were often depicted in the home (37.2%). These stereotypical images of women have been found in television advertising in many countries. Korean society has changed a great deal in recent decades, but the images we analyzed do not reflect the current situation. Therefore, television commercials are a lagging social indicator of role changes.

Although it is true that universities should not be mere training camps for industry, whether or not graduates meet certain requirements that employers expect is an indispensable measurement of the relevance of professional education. It is therefore not surprising that tracking what the companies are looking for in graduates remains pivotal to this discussion. Research results from different studies concerning what specific skills recruiters look for naturally vary to a certain degree. Some studies concluded that advertising/marketing employers focused primarily on graduates' oral, written, interpersonal, teamwork, and leadership skills (Davis & Miller, 1996; Kelley & Gaedeke, 1990), while others studies rated listening, negotiation, teamwork, leadership, career goal setting, and creativity as essential to career development (Carnevale, Gainer, & Meltzer, 1990). Most studies have found communication skills (verbal and writing) to be among the most wanted skills, and some suggest that verbal skills are favored slightly more than writing skills in certain entry-level jobs (Gaedeke, Tootelian, & Schaffer, 1983; Kelley & Gaedeke, 1990), while writing skills are valued more in advertising/marketing research positions (John & Needel, 1989). Advertising educators have examined core skills on a microscopic level. Robbs and Lloyd (2008) focused on skills and knowledge required by successful advertising account management.

The primary purpose of this study was to track changes in the numbers and types of sexual behaviors in prime time network TV programs. A probability sample of eighty-eight hours of programs and promos was analyzed for a wide variety of sexual behaviors (verbal, implied, and physical). Contrary to public perceptions, the results indicated a substantial decrease in the hourly rates of sexual behaviors in the programs from fall 1987 to fall 1991.

This study is the first longitudinal study to address two separate lines of research—sound bite research and news bias research—within a single network TV news study. Presidential and vice presidential campaign stories from Campaign '92 (ninety-nine newscasts) and Campaign '96 (100 newscasts) were analyzed to test the anti-incumbent bias hypothesis. The overall conclusions of this study were that (a) the anti-incumbent bias hypothesis received only minimal support, and (b) in both campaigns, Republicans tended to be negatively bitten more often than Democrats. In this respect, the networks were not equal-opportunity biters.

Erotic touching waa the most frequently occurring sexual activity; intimate relations of au kinds w e most likely to occur between unmarried partners.Both criticism and research concerning television's portrayal of sex have largely ignored a significant block of network programming-the daytime soap opera. With a long history of dramatizing intimate interpersonal relationships, and a plot structure well-suited to such depictions, the genre is an ideal vehicle for sexual material. Freedom from traditional critical pressures also makes the soap opera fertile ground for sexual themes.In addition, an analysis of present soap opera audience composition suggests that soap operas deserve increased attention. Today's viewer profile differs considerably from that of a decade ago. In 1970, adult women comprised 71 percent of the audience, and a strong relationship was established between income level and viewing. The soap operas were most popular with southerners (onethird of the audience) and those in low-income, low-education groups (4, p. 203). Since then, two significant schedule changes have been implemented, both affecting the composition of the audience. First, a number of programs have expanded from a half hour to a full hour. The initial result was greater plot development and an increase in the time available for advertising.With the expansion of program length came the expansion of the daily time occupied by soap operas. In the fall of 1979, the three networks devoted a combined total of 10% hours daily to soap operas. More important in terms of auDennis T. Lowry is Associate Professor and Gail Love and Malcolm Kirby are graduate students, all in the School of Communications and Theater at Temple University. More information on the coding scheme used in the research reported here is available from the senior author.