Gender Stereotypes in Spanish Television Commercials

The objective of the present study was an analysis of gender stereotypes in television advertisements in Spain. For this purpose the content analysis method was used to analyze 400 advertisements broadcast during prime time over the three national television channels with the largest audience. A series of variables common to similar investigations were coded in order to allow comparisons with other countries. The data show significant gender differences for all variables. Comparison of results with those of other researchers shows that television advertising in Spain reveals gender stereotypes very similar to those found in advertising from countries with a geographic or cultural proximity.

[1]  M. Mwangi.  Gender roles portrayed in Kenyan television commercials , 1996 .

[2]  Scott Coltrane,et al.  Gender displaying television commercials: A comparative study of television commercials in the 1950s and 1980s , 1996 .

[3]  O. Holsti.  Content Analysis for the Social Sciences and Humanities , 1969 .

[4]  A. Manstead,et al.  Sex‐role stereotyping in British television advertisements , 1981 .

[5]  K. Schneider,et al.  Trends in Sex Roles in Television Commercials , 1979 .

[6]  K. Durkin,et al.  Kindergarten Children's Gender-Role Expectations for Television Actors , 1998 .

[7]  B. Reeves,et al.  Dramatic TV content and children's sex‐role stereotypes , 1976 .

[8]  A. Furnham,et al.  Gender stereotyping in television advertisements: a study of French and Danish television. , 2000, Genetic, social, and general psychology monographs.

[9]  A. Furnham,et al.  Gender-Role Stereotyping in Zimbabwean Television Advertisements , 2001 .

[10]  Jang-Sun Hwang,et al.  Gender Role Portrayals in American and Korean Advertisements , 2005 .

[11]  L. Z. McArthur,et al.  The Portrayal of Men and Women in American Television Commercials. , 1975 .

[12]  Laura M. Milner,et al.  Sex-Role Portrayals and the Gender of Nations , 2000 .

[13]  A. C. Downs,et al.  Embarrassing age spots or just plain ugly? Physical attractiveness stereotyping as an instrument of sexism on american television commercials , 1985 .

[14]  Eleanor E. Maccoby,et al.  Television: Its Impact on School Children , 1951 .

[15]  R. S. Craig.  The effect of television day part on gender portrayals in television commercials: A content analysis , 1992 .

[16]  F. Geis,et al.  TV commercials as achievement scripts for women , 1984 .

[17]  Hong Cheng.  ‘Holding up Half of the Sky’? A Sociocultural Comparison of Gender-Role Portrayals in Chinese and US Advertising , 1997 .

[18]  A. Furnham,et al.  Gender stereotypes in Italian television advertisements. , 1989 .

[19]  Thomas J. Prinsen,et al.  A Content Analysis of Prime Time Commercials: A Contextual Framework of Gender Representation , 2003 .

[20]  K. Durkin,et al.  Sex role stereotyping in Australian television advertisements , 1992 .

[21]  Adrian Furnham,et al.  A Cross-Cultural Content Analysis of Sex-Role Stereotyping in Television Advertisements: A Comparison Between Great Britain and New Zealand , 2000 .

[22]  Yasuhiro Inoue,et al.  Changing Gender Roles in Prime-Time Commercials in Malaysia, Japan, Taiwan, and the United States , 2001 .

[23]  Adrian Furnham,et al.  Sex-Role Stereotyping in Television Commercials: A Review and Comparison of Fourteen Studies Done on Five Continents Over 25 Years , 1999 .

[24]  S. Tambyah,et al.  Sex role portrayal in television advertising , 1995 .

[25]  A. Furnham,et al.  The stereotyped portrayal of men and women in British television advertisements , 1993 .

[26]  J. Cantor,et al.  The portrayal of men and women in U.S. television commercials: A recent content analysis and trends over 15 years , 1988 .

[27]  B. Browne,et al.  Gender Stereotypes in Advertising on Children's Television in the 1990s: A Cross-National Analysis , 1998 .

[28]  T. Tan,et al.  Gender-role portrayals in Malaysian and Singaporean television commercials: an international advertising perspective , 2002 .

[29]  P. Mcghee,et al.  Traditional Sex Role Development and Amount of Time Spent Watching Television. , 1975 .

[30]  A. Furnham,et al.  An Asian Perspective on the Portrayal of Men and Women in Television Advertisements: Studies From Hong Kong and Indonesian Television , 2000 .

[31]  Kate Peirce.  What If the Energizer Bunny Were Female? Importance of Gender in Perceptions of Advertising Spokes-Character Effectiveness , 2001 .

[32]  THE GENDER-ROLE STEREOTYPING OF MEN AND WOMEN IN HONG KONG TELEVISION ADVERTISEMENTS , 2003 .

[33]  Laura M. Milner.  Sex-Role Portrayals in African Television Advertising , 2005 .

[34]  Wai-sum Siu,et al.  Women in advertising: a comparison of television advertisements in China and Singapore , 1997 .

[35]  P. Mcghee,et al.  Television viewing and the learning of sex-role stereotypes , 1980 .

[36]  Melinda Messineo,et al.  The Perpetuation of Subtle Prejudice: Race and Gender Imagery in 1990s Television Advertising , 2000 .

[37]  Lynn T. Lovdal,et al.  Sex role messages in television commercials: An update , 1989 .

[38]  Robert A. Bartsch,et al.  Gender Representation in Television Commercials: Updating an Update , 2000 .

[39]  Jami A. Fullerton,et al.  Portrayal of Men and Women in U.S. Spanish-Language Television Commercials , 2000 .

[40]  F. Neto,et al.  Gender Stereotypes in Portuguese Television Advertisements , 1998 .

[41]  D. Lowry,et al.  Television Commercials as a Lagging Social Indicator: Gender Role Stereotypes in Korean Television Advertising , 2005 .

[42]  Michele Adams,et al.  Work–Family Imagery and Gender Stereotypes: Television and the Reproduction of Difference☆☆☆ , 1997 .

[43]  B. Gunter.  Television And Gender Representation , 1995 .

[44]  Nimet Uray,et al.  An Analysis of the Portrayal of Gender Roles in Turkish Television Advertisements , 2003 .

[45]  B. Higgs,et al.  Gender Sex-Role Portrayals in International Television Advertising over Time: The Australian Experience , 2004 .

[46]  M. Gilly.  Sex Roles in Advertising: A Comparison of Television Advertisements in Australia, Mexico, and the United States: , 1988 .

[47]  Akie Arima.  Gender Stereotypes in Japanese Television Advertisements , 2003 .