Accessible Requires Authentication Published by De Gruyter Mouton March 10, 2010

Violence in mainstream TV advertising: A comparison of the representation of physical aggression in American and Israeli commercials

Amir Hetsroni
From the journal


A content analysis of 1,785 American ads and 1,467 Israeli ads maps the representation of violence in mainstream TV advertising in the two countries, finding violence present in 2.5% of the American commercials and in 1.5% of the Israeli commercials. The most frequently depicted conduct in the two countries is bare-handed assault. Sexual violence is not presented at all. A humorous mode of presentation is more frequent than a serious tone. The results are discussed from inter-cultural and intra-cultural perspectives, taking regulation factors and public opinion implications into account.

Published Online: 2010-03-10
Published in Print: 2010-March

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