Examination of Gender-role Portrayals in Television Advertising across Seven Countries

  title={Examination of Gender-role Portrayals in Television Advertising across Seven Countries},
  author={Hye-Jin Paek and Michelle R. Nelson and Alexandra M Vilela},
  journal={Sex Roles},
This study examined the roles of cultural (Hofstede’s Masculinity value dimension—i.e., Gender of Nations), country-level (Gender-related Development Index), and execution-level (product type or gender of the typical user) factors in understanding gender-role portrayals in television advertising. Using content analysis methodology, we compared the gender and occupation of the prominent character and the gender of the voice-over across 2,608 television commercials in Brazil, Canada, China… 

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