Differences in representation of male and female roles in television advertising

Abstract

This study investigates the question of whether television advertising portrays male and female roles differently. A total of 1,178 television commercials from NBC television were recorded. Of those, a random sample of sixty commercials was taken. These sixty commercials were viewed between the dates of April 8, 2002 through May 3, 2002, Monday through Friday, during primetime viewing hours. The commercials were evaluated based on the following five objectives: 1. Determine whether the number of males in this study who are represented in roles in which they engage in silly or foolish behavior, will be more than the number of females in this study who are represented in roles in which they engage in silly or foolish behavior. 2. Determine whether the number of males in this study who are represented in roles in which they are hit, kicked, or physical aggression is imposed upon them will be more than the number of females in this study who are represented in roles in which they are hit, kicked, or physical aggression is imposed upon them. 3. Determine whether the number of males in this study who are represented in roles in which they use unintelligible language will be more than the number of females in this study who are represented in roles in which they use unintelligible language. 4. Determine whether the number of males in this study who are represented as being lazy will be more than the number of females in this study who are represented in roles as being lazy. 5. Determine whether the number of males in this study who are represented as being animals or as being with animals, will be more than the number of females in this study who are represented in roles as being animals or as being with animals.