Document Type

Journal Article

Department/Unit

Department of Communication Studies

Language

English

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 Date

12-31-2002

Source Publication Title

Asian Journal of Communication

Volume

12

Issue

2

Start Page

100

End Page

119

Publisher

Taylor & Francis

Peer Reviewed

1

DOI

10.1080/01292980209364825

Link to Publisher's Edition

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

ISSN (print)

01292986

Included in

Communication Commons

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