Gender displaying television commercials: A comparative study of television commercials in the 1950s and 1980s

  title={Gender displaying television commercials: A comparative study of television commercials in the 1950s and 1980s},
  author={Ken D. Allan and Scott Coltrane},
  journal={Sex Roles},
Recent researchers have argued both that there has been change in the way gender is portrayed in television commercials and that gender images have remained stereotypical. Comparing television commercials from the 1950s/early 1960s to commercials from the 1980s, this study explores the issue of how much, if any, change has occurred in gender images. Additionally, the study focuses on the gender display of main characters and the circumstances under which it varies. Results indicate that there… 
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