Gender Representation in Commercials as a Function of Target Audience Age

Hentges, Beth; Bartsch, Robert A.; Meier, Jo A.

doi:10.1080/08824090601128174

Cited by 11 publications

(7 citation statements)

References 15 publications

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“…Their experiences are reinforced by mass media that aggressively market beauty to women and girls (Hentges et al 2007;Hesse-Biber et al 2006) and strengthen the notion that girls and women should be attractive (Labre and WalshChilders 2003). Studies in the US and the UK have found these media messages have negative effects on female consumers, including lowered self-esteem (Clay et al 2005;Hawkins et al 2004;Sanchez and Crocker 2005), and anxiety, depression and anger (Hawkins et al 2004).…”

Section: The Beautiful Corpse Thesismentioning

confidence: 88%

Gender and Suicide Method: Do Women Avoid Facial Disfiguration?

Callanan

Davis

2011

Sex Roles

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This study hypothesizes that women are less likely than men to use suicide methods that disfigure the face. Gender differences in the use of suicide methods that disfigure the face were examined using medical examiner's files of 621 suicides covering a 10-year period from Summit County, Ohio in the U.S. Results showed that while firearms are the preferred method for both women and men, women were less likely to shoot themselves in the head. A series of logistic regression analyses revealed that gender, age, stressful life events and prior suicide attempts were predictors of methods that disfigure the face/head. Significant differences between men and women in correlates of suicide method emerged when the sample was split by gender. The results support the position that women who commit suicide are more likely than men who commit suicide to avoid facial disfiguration.

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Section: The Beautiful Corpse Thesismentioning

confidence: 88%

Gender and Suicide Method: Do Women Avoid Facial Disfiguration?

Callanan

Davis

2011

Sex Roles

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“…Apart from gender, previous research has highlighted the issue of age representation in advertisements, especially when linked to gender roles (Hentges et al, 2007). Moreover, the underrepresentation of older individuals is especially relevant to women, who are consistently rarely portrayed in advertisements, even in comparison with older men (Ganahl et al, 2003).…”

Section: Age-related Stereotypesmentioning

confidence: 99%

Age and sex stereotypes in British television advertisements.

Kay

Furnham

2013

Psychology of Popular Media Culture

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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.

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“…A recent study (Hentges et al 2007) showed that the overrepresentation of male characters in televisions commercials was greatest in commercials aired during programs targeting school-aged children, as opposed to adolescents or adults. In a study of commercials aired during children's television programming, Browne (1998) found that the gender disparity in actors always favored boys and men, but it was less apparent when the actors were children (56% boys, 43% girls) than when they were adolescents (70% boys, 29% girls) or adults (62% men, 38% women).…”

Section: Introductionmentioning

confidence: 97%

Gender and Form of Cereal Box Characters: Different Medium, Same Disparity

et al. 2009

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We investigated the extent to which male characters outnumber female characters on cereal boxes, and the extent to which male and female characters are portrayed in gender stereotypical ways. Cereal boxes (N= 217) from a large grocery store in the northeastern United States were examined. Characters on the front and back of the boxes were coded for gender, species (person, animal, object), age (child/adolescent, adult), and activity level (passive/sedentary, active). Male characters outnumbered female characters by more than 2 to 1. Female characters were more likely than male characters to be depicted as people and as children/adolescents, whereas male characters were more likely than female characters to be portrayed as animals and as adults. Suggestions for further research are discussed.

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Gender Representation in Commercials as a Function of Target Audience Age

Cited by 11 publications

References 15 publications

Gender and Suicide Method: Do Women Avoid Facial Disfiguration?

Gender and Suicide Method: Do Women Avoid Facial Disfiguration?

Age and sex stereotypes in British television advertisements.

Gender and Form of Cereal Box Characters: Different Medium, Same Disparity

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