Document Type

Journal Article

Department/Unit

Department of Communication Studies

Abstract

This study examined gender portrayal in a sample of 345 television commercials broadcast during children's programmes in Hong Kong and Korea using content analysis. Literature suggests that Hong Kong culture differs from Korean culture on the dimension of Masculinity/Femininity proposed by Hofstede. The differences between the two countries provide a valid test of theory, and suggest hypotheses about the gender portrayal in children's advertising. The results of the study showed, contrary to expectations from Hofstede's framework, that the gender portrayal of central characters and the level of gender stereotyping in Hong Kong commercials was similar to those of Korean commercials. Possible explanations include the emerging homogeneous youth market using a standardized advertising strategy, and the rising concern for women's rights in Korea.

Publication Year

2002

Journal Title

Asian Journal of Communication

Volume number

12

Issue number

2

Publisher

Taylor & Francis

First Page (page number)

100

Last Page (page number)

119

Referreed

1

DOI

10.1080/01292980209364825

ISSN (print)

01292986

Link to Publisher’s Edition

http://dx.doi.org/10.1080/01292980209364825

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