This study examined the portrayal of women in television commercials and documented the stereotypes associated with women in todays television commercials. Content analysis was chosen as a method of inquiry for this study. Two hundred and twenty six advertisements were recorded from the three chosen networks, ABC, CBS and NBC. No local advertisements or public service announcements were included in the sample. Each advertisement was initially coded for the central figure, whether the central figure was a male or a female. In addition, each central figure in the advertisement was coded for the following categories: 1) age; 2) product use; 3) occupation; 4) voiceover; 5) product representative; 6) stance; and 7) product types.
Analysis was performed to determine the extent to which female characters portrayed in these advertisements were subject to stereotypical portrayals. The analysis of the data gathered reveals that portrayals of women in television advertisements in many ways conform to most advertisings stereotypical portrayals of women (as documented by previous researcher). However, the study provides evidence that the stereotypes associated with women is lessening. The study provides evidence of the emergence of a new trend in some cases toward portraying women and men as equals.
| Identifer | oai:union.ndltd.org:LSU/oai:etd.lsu.edu:etd-0516103-141609 |
| Date | 22 May 2003 |
| Creators | Shrikhande, Vaishali |
| Contributors | Stephen Banning, Renita Coleman, Richard Nelson |
| Publisher | LSU |
| Source Sets | Louisiana State University |
| Language | English |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lsu.edu/docs/available/etd-0516103-141609/ |
| Rights | unrestricted, I hereby grant to LSU or its agents the right to archive and to make available my thesis or dissertation in whole or in part in the University Libraries in all forms of media, now or hereafter known. I retain all proprietary rights, such as patent rights. I also retain the right to use in future works (such as articles or books) all or part of this thesis or dissertation. |
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