Document Type

Book Chapter

Department/Unit

Department of Communication Studies

Title

A gender portrayal of children’s television commercials in mainland China

Language

English

Abstract

This study examined gender-role and gender-trait portrayal of television commercials in children’s programs in China using content analysis. Altogether 139 unduplicated commercials broadcast on the Central China Television (CCTV) channel and three regional television channels in 2002 were coded. Results show that males dominated the voice-overs. Males were more likely to be portrayed in independent roles while females were more likely to be portrayed in relationship roles. Males were more often featured in active, aggressive and anti-social activities while females were more often featured in inactive, dependent, and caring/sharing activities. Commercials targeted at both children and adults were more gender stereotyped than those only targeted at adults. Gender stereotypes in children’s television commercials were attributed to traditional paternal cultural values and higher moral expectation for females.

Publication Date

2006

Source Publication Title

International advertising and communication: Current insights and empirical findings

Editors

Diehl, Sandra ; Terlutter, Ralf

Start Page

319

End Page

341

Series Title

Gabler Edition Wissenschaft., Forschungsgruppe Konsum und Verhalten.

Publisher

DUV

Peer Reviewed

1

Copyright

© Deutscher Universitäts-Verlag ∣ GWV Fachverlage GmbH, Wiesbaden 2006

DOI

10.1007/3-8350-5702-2_17

Link to Publisher's Edition

http://dx.doi.org/10.1007/3-8350-5702-2_17

ISBN (print)

9783835004559

ISBN (electronic)

9783835057029

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