Watching Each Other: Portrayals of Gender and Ethnicity in Television Advertisements

  title={Watching Each Other: Portrayals of Gender and Ethnicity in Television Advertisements},
  author={Christine Rubie-Davies and Sabrina Liu and Kai-Chi Katie Lee},
  journal={The Journal of Social Psychology},
  pages={175 - 195}
ABSTRACT The stereotypical depiction of men and women and of ethnic minority groups in advertisements is problematic because studies have shown that repeated exposure to selective portrayals of particular groups can lead to viewers adopting distorted beliefs about those groups. The current study examined the contemporary portrayal of men and women and of ethnic minority groups in New Zealand television advertisements. Over 3,000 advertisements were coded. Men and women were less often depicted… Expand

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