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Abstract ▼ AI-Helper

The mass media continue to reinforce stereotypical gender roles. Few studies have conducted content analyses that effectively measure stereotypes in advertising other than using nominal level data. This study was designed to measure how much an advertisement uses stereotypical images in its content ...

The mass media continue to reinforce stereotypical gender roles. Few studies have conducted content analyses that effectively measure stereotypes in advertising other than using nominal level data. This study was designed to measure how much an advertisement uses stereotypical images in its content at the ordinal level, adopting the "Stereotype Index" developed by Kim (2005). A content analysis was conducted on 372 television commercials (with 477 central figures) aired on three major Korean networks to examine gender role stereotypes. Each advertisement received positive points for the use of stereotypes and negative points for the use of reverse- stereotypes in its content based on the Stereotype Index. The findings of this study indicated that prime-time Korean television advertising contents were using stereotypical images in gender roles. Yet, women were more likely to be portrayed stereotypically than men. In addition, when men and women appeared together in advertisements, women were frequently portrayed stereotypically and men were portrayed reverse-stereotypically.

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