Age and sex stereotypes in British television advertisements.

Abstract

Research has indicated that TV advertisements frequently portray the genders and people of different ages in more traditional roles than are apparent in society at the time. The work of McArthur and Resko (1975) created a method of rating the central advert character for several characteristics, which has been replicated by the majority of subsequent articles, including this one. The current study aimed to investigate present levels of gender and age stereotypes in British TV advertisements through a content analysis. It found evidence that many such stereotypes were still present. This suggests that many adverts/commercials are inaccurate at representing both the genders and different ages, although a reduction in the rate of some stereotypes compared with previous studies was observed. Limitations of this study are considered.

Gender Role Portrayals in Brazilian and Portuguese Television Advertisements

“…Women were more likely to be depicted in home settings, and men were more likely to be portrayed in work contexts. Women were portrayed as younger than men, supporting the notion that "older women are less appealing to audiences compared with older men" [20]. Men were most often associated with factual argument and women were more often associated with no argument.…”

“…To ensure reliability, 20% of the advertisements were classified by a trained male coder of similar background and education to the first coder, as is usual in these investigations [20]. This coder classified commercials independently and blinded to the first classification.…”

“…At our knowledge this investigation is the first to look at gender role portrayals in Brazilian television commercials using McArthur and Resko's framework which will allow in future research to compare the results with studies conducted over the five continents [2,9]. This method has been used very closely in more than fifty studies about gender portrayals in commercials and these "studies have found the content analytic categories meaningful and clear enough to be used in different countries" [20].…”

Controversial Advert Perceptions in SNS Advertising: The Role of Ethical Judgement and Religious Commitment

“…More specifically, Michaelidou and Moraes (2013) argued that social media users perceive adverts on Facebook as less intrusive and excessive compared to the ones placed on YouTube. However, most research examining consumers' variations of advert perceptions has mainly focused on traditional media channels, such as TV (e.g., Lavine, Sweeney and Wagner, 1999;Kay and Furnham, 2013), and print media (e.g., Severn, Belch and Belch, 1990;Soley and Reid, 1988;Tinkham and Reid, 1988), whereas scholarly research on how consumers perceive adverts on social media, and specifically social networking sites (SNS), has remained largely silent.…”

Age-friendly Advertising: A Qualitative Research on the Romanian Silver Consumers

“…In this case, the manner in which media advertising portrays ageing and the perspective of growing old has been largely investigated in media and ageing studies using both quantitative (Kay & Furnham 2013;Kohlbacher & Chéron 2012;Furnham & Paltzer 2010;Zhang, Harwood, Williams, Ylänne-McEwen, Wadleigh & Thimm, 2006;Miller, Leyell & Mazachek, 2004) and qualitative methodologies (Chen 2015;Marshall & Rahman, 2015;Loose & Ekström, 2014;Flatt, Settersten, Ponsaran & Fishman 2013;Brooks 2010;Calasanti 2007;Calasanti & King 2007). In all these approaches -whether qualitative or quantitative -the scholars have highlighted the inappropriate ways of portraying elders (i.e.…”