Gender Stereotyping in Advertising. A Content Analysis of a Corpus of TV Commercials

      Аннотация: This book is situated within the framework of media & communication research and gender studies. It intends to measure the extent to which modern western TV adverts go beyond the traditional and stereotyped depiction of the sexes and to identify the messages they send to women and men about their gender roles and identities. Equally important, the research aims at examining how such potential sexism is mediated linguistically and non-linguistically and whether gender stereotypes lie primarily in the verbal or non-verbal components of TV commercials. To answer these research questions, a corpus of ten TV ads was content-analysed along eight non-verbal variables and three verbal ones. The findings revealed that the selected TV advertisements alternate between exhibiting traces of a traditional and sexist portrayal of the sexes and reflecting instances of a more equitable representation of women and men in TV advertising.

Ключевые слова: Media, Gender, Sexism, TV advertising, Content Analysis.