Three female roles in television commercials

Mamay, Patricia D.; Simpson, Richard L.

doi:10.1007/bf00287974

Cited by 9 publications

(7 citation statements)

References 12 publications

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“…With respect to sex-role stereotyping of women, evidence of significant changes in their portrayal, especially in television advertisements, is scarce. Mamay and Simpson (1981) lament that while the black civil rights movement "led to rapid racial desegregation of television commercials ... the women's movement has not had a comparable effect." Courtney and Whipple (1974) reviewed the results of four research studies carried out in the early seventies, which addressed the issue of sex-role messages in TV commercials.…”

mentioning

confidence: 99%

The representation of women, the elderly and minorities in Canadian television commercials.

Moore¹,

Cadeau²

1985

Canadian Journal of Behavioural Science / Revue canadienne des

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A content analysis was performed on 1733 television commercials shown on three Canadian TV networks during an 8-week period in the spring of 1983. The analysis revealed that: (1) Men accounted for over 88% of voice-overs. (2) For those commercials having an identifiable central character, 35% were female. Of these, 54% were supported by a male voice-over. (3) Fewer than 2% of all commercials included elderly people as central characters. Elderly males outnumbered elderly females by a ratio of 2:1. (4) Visible minorities were shown in fewer than 4% of all commercials. When present, they were usually males playing secondary roles. A comparison of the present findings with previous research suggests that little has changed in the representation of women in the last ten years. These data are discussed in the context of television's potential role as an influcntcr of behaviours and attitudes. Portions of this paper were presented at the Canadian Psychological Association's forty-fifth annual convention

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mentioning

confidence: 99%

The representation of women, the elderly and minorities in Canadian television commercials.

Moore¹,

Cadeau²

1985

Canadian Journal of Behavioural Science / Revue canadienne des

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“…To explain, the portrayal of gender in advertising has always been seen as a domain that reflects the dominance of man while woman has occupied subordinate positions. In this realm, the studies that analyzed the issue of gender in advertising and public announcements focused on televised commercials and stressed the predominance of males over females in the United States (Culley & Benet, 1976;Dominick & Rauch, 1972;Mamay & Simpson, 1981) Italy (Furnham & Voli, 1989) Great Britain, New Zealand and Saudi Arabia (Furnham & Farragher, 2000;Nassif & Gunter, 2008), Malaysia and South Africa (Furnham, Spencer-Bowdage, 2002), Japan and Malaysia (Bresnahan, Inoue, Liu, & Nishida, 2001;Furnham & Imadzu, 2002), and Bulgaria (Ibroscheva, 2007). Spanish researchers (Rodero, Larrea & Vázquez, 2013) assumed that radio advertising is no exception to this practice despite the progress made in gender equality since the 1980s.…”

Section: Voices and Gender Representation In Advertizingmentioning

confidence: 99%

Language and Visuals in Contradiction: A Semiotic and Discourse Analysis of a Moroccan Public Service Announcement for Forest Protection

Mliless

Larouz

Yachoulti

2019

JPMM

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In Morocco, public service announcement is a complex field in which various linguistic practices and semiotic representations collide. Hence, the aim of the present work is to demystify the misalignment between language and visuals in the public service announcement in a video on the protection of the environment, namely towards forests. This study adopts a discourse and a visual analysis to clarify the extent to which the interpretation of the announcement leas to misunderstanding and causes a lot of ambiguity. The study also shows that the trees and forests are linguistically reported as feminine constructs while the visuals portrayed them as masculine constructs. This article has a lot of implications for public institutions, advertising companies, and future researchers whose efforts are required to reconsider the pendulum between the linguistic and the visual in public announcements so as to effectively raise people’s awareness towards environmental issues.

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“…Is there, in fact, any firm evidence that the media reinforce stereotyped marital attitudes? In one particularly well designed study, Mamay and Simpson (1981) analysed 207 television commercials depicting female roles. They concluded:…”

Section: The Influence Of the Mediamentioning

confidence: 99%

Health Differences Between Married Men and Women: The Contribution of Sex‐Role Stereotyping

Hafner¹

1989

ANZ J of Family Therapy

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Three female roles in television commercials

Cited by 9 publications

References 12 publications

The representation of women, the elderly and minorities in Canadian television commercials.

The representation of women, the elderly and minorities in Canadian television commercials.

Language and Visuals in Contradiction: A Semiotic and Discourse Analysis of a Moroccan Public Service Announcement for Forest Protection

Health Differences Between Married Men and Women: The Contribution of Sex‐Role Stereotyping

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