Abstract
The aim of this study was to examine gender role portrayals in Turkish television advertising. For this purpose, a content analysis of the advertisements that aired on the selected 6 television channels was carried out. Three hundred fourteen independent advertisements were coded according to general characteristics of the advertisements and demographic and attitudinal/behavioral characteristics of the primary figures. The data show significant gender differences in these 2 groups of variables. The findings are also compared with findings of other research conducted in different cultural settings.
Original language | English |
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Pages (from-to) | 77-87 |
Number of pages | 11 |
Journal | Sex Roles |
Volume | 48 |
Issue number | 1-2 |
DOIs | |
Publication status | Published - Jan 2003 |
Keywords
- Advertising
- Content analysis
- Gender roles
- Television