Research Repository

Gender Sex Role Portrayals in International Television Advertising Over Time: the Australian Experience

Milner, Laura and Higgs, Bronwyn (2004) Gender Sex Role Portrayals in International Television Advertising Over Time: the Australian Experience. Journal of Current Issues and Research in Advertising, 26 (2). ISSN 1064-1734

Full text for this resource is not available from the Research Repository.

Abstract

Using content analysis, the current study examines sex-role portrayals in Australian television advertisements and contrasts the results with previous studies. The findings indicate that portrayals of women are actually becoming more stereotypical in a way that favours traditional roles. Role portrayals appear to be increasingly distant from women's actual experience. In the global context, this finding is unusual given that many international studies suggest that role portrayals are becoming relatively more reflective of current realities. This study adds to the current literature by highlighting the importance of longitudinal studies.

Item Type: Article
Uncontrolled Keywords: gender, advertising, sex roles, content analysis
Subjects: RFCD Classification > 350000 Commerce, Management, Tourism and Services
Faculty/School/Research Centre/Department > School of Hospitality Tourism and Marketing
Depositing User: Ms Bronwyn Higgs
Date Deposited: 07 Jul 2008
Last Modified: 02 Jul 2012 02:01
URI: http://vuir.vu.edu.au/id/eprint/865
ePrint Statistics: View download statistics for this item

Repository staff only

View Item View Item

Search Google Scholar