テレビコマーシャルにおける性役割 : 日本とオーストラリアの比較研究
Year: 1994
Type: article
Abstract: The present study examined gender role portrayals of TV commercials in Japan. 448 TV commercials were chosen from prime time on three TV stations. And these commercials were compared with commercials in Australia. Results revealed that central figures of commercials in Japan depicted more strongly sex equality relative to those in Australia. However content analysis indicated that commercials in Japan portraied stronger gender role stereotypes on "home" and "occupational setting" location than did in Australia. Gender role stereotypes were found to be in commercials of two countries, but to manifest a number of cross-cultural differences. To improve gender role stereotyping, resulting showed that increased effort was needed on the advertiser and viewers.
Authors: 斎藤, 悦子, 岩脇, 三良, SAITO, Etsuko, IWAWAKI, Saburo
Language: Japanese
Subfield: Gender Studies
Field: Social Sciences
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W7162896486