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[학술저널]

Gender Representation in a Confucian Society

  • 학술저널

Gender Representation in a Confucian Society

South Korean Television Advertisements

Michael Prieler(한림대학교)

DOI : 10.14431/aw.2012.06.28.2.1

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초록

There have been few studies on gender representation in television advertisements featuring a Confucian culture. Based on a content analysis of 322 television advertisements, this article presents results of gender stereotypes, including females portrayed as younger and thinner than males and product categories reflecting typical gender associations. With regard to the latter finding, body care/cosmetics and household appliances were associated with females, and mobile phones and home entertainment products were associated with males. In contrast, counter-stereotypical gender representations included a numerical dominance of females and settings and voiceovers that showed no traditional gender association. The possible effects of such representations on the audience were analyzed using social cognitive theory.

목차

Abstract
Introduction
Theoretical Framework
Gender Representations in Television Advertisements
Method
Results
Discussion
Conclusion
References

참고문헌(70)

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