Gender portrayal in Hong Kong and Korean children's TV commercials: A crossâ•’cultural comparison

  title={Gender portrayal in Hong Kong and Korean children's TV commercials: A crossâ•’cultural comparison},
  author={Young Sook Moon and Kara Chan},
This study examined gender portrayal in a sample of 345 television commercials broadcast in children’s programs 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 advertising. Results of the study showed, contrary to what is… CONTINUE READING
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