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Submitted by rhianwilliams101 on August 31, 2007
Category: Psychology
Words: 2087 | Pages: 9
Views: 95
Popularity Rank: 96,537
Average Member Grade: N/A (Add a Comment / Grade this Paper)
ABSTRACT
The aim of this study was to explore whether there is gender role stereotyping in British television advertising in the 21st Century. The hypothesis being tested was that there is an association between the gender of the central character and the product type they are advertising in television advertising on channel 4 between 18.30 and 23.00. This study was based on Manstead and McCulloch (1981).
The study used content analysis using observation in an independent measures design consisting of 2 groups - male and female. The participants were an opportunity sample as characters from the adverts on channel 4 between 18.30 and 23.00. The advertisements collected were then put into categories based on detailed classifications and the gender of the central character was identified. The link between gender of central character and product type was then examined.
The findings showed that there was a strong trend towards traditional gender role stereotyping. Men were more likely to advertise products from the food, auto and finance categories and the modal group for men was food whereas women were more likely to advertise body and home products and the modal group for women was body. The association was significant at the p
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