Women as TV Experts: The Voice of Authority?

Abstract

Three-yeax study shows more women experts selling products for women but still backed up b y the "known quantity" of an authoritative male uoice-over.This study concerns the attribution of expertise to the women who appear in TV commercials and the roles they portray. An analysis of how women are represented in TV commercials is important for several reasons. It has been contended that TV commercials promulgate sex-role stereotypes and insult and exploit women. Negative images of women in commercials may be potent sources of sex-role socialization for children, as studies of viewing practices suggest that the average child watches over 200 commercials a week (10). Finally, given the frequent public discussion of sexism in TV commercials since at least 1970, it is important to know whether protests have had any effect on advertising policies.Previous studies of TV commercials have yielded evidence of sex bias in the portrayal of women in occupational roles and in the role of product expert. The latter bias is in evidence both on the screen and also in the message voiced-over the commercial tract. Hennessee and Nicholson (6), describing an analysis of 1241 commercials done by the New York City chapter of NOW in 1970-1971, reported that 37.5 percent of women in commercials were portrayed as "domestic adjuncts of men" and only three women in 1000 were portrayed as "autonomous people leading independent lives." The study also reported that com-

Man to Man: A Content Analysis of Sole-Male Images in Male-Audience Magazines

“…This subject was raised by research suggesting that individuals shown in "head/shoulders only" photos may be rated as more competent than individuals whose full bodies are presented (Schwarz and Kurz 1989). Content analyses of television advertisements have shown that men are frequently presented in roles of authority and competency (Marecek et al 1978;McArthur and Resko 1975). Consequently, it was of interest to ascertain whether competency-associated images were used in sole-male magazine advertisements.…”

Gender Representation in Corporate Annual Reports and Perceptions of Corporate Climate

“…Although such guides have been available for at least a decade, the continued evidence of sex stereotypes in many communication media suggests limited application. Gender bias has been documented in media as diverse as magazine fiction (Lazar & Dier, 1978), television commercials (Maracek, et al, 1978), speeches of presidential candidates (Purnell, 1978), Sunday comics (Brabant & Mooney, 1986), popular music (Cooper, 1985), introductory college textbooks (Bertilson, et al, 1982), and corporate annual reports (Kuiper, 1986).…”

Gender Representation in Television Advertisements in Britain and Saudi Arabia

“…H5: Female leads will appear in home-based settings more often than will male leads in television advertisements in both countries (Livingstone and Green 1986;Manstead and McCulloch 1981). H6: Male voice-overs will be more prevalent in television advertisements than will female voice-overs both countries (see Furnham and Bitar 1993;Furnham and Mak 1999;Lovdal 1989;Maracek et al 1978). H7: Women will appear as leads more often than men will in advertisements for household and personal hygiene products in both countries (Thoveron 1987).…”