The European Journal of Communication Research
Ed. by Averbeck-Lietz, Stefanie / d'Haenens, Leen
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Gender-role Stereotyping in Adult and Children's Television Advertisements: A Two-Study Comparison Between Great Britain and Poland
The aim of these two studies was to test to what extent television advertisements reflect gender-role differentiation in two countries: Poland and Britain. British (Adult = 50; Child = 39) and Polish (Adult = 48; Child = 47) samples of television advertisements were analyzed and compared with previous studies. The results show slightly more gender-role stereotyping in Polish television advertisements, and a slight decline of stereotyping in Britain. The second study was conducted on children's advertisements following Furnham, Abramsky, and Gunter's (1997) content analytic study. In general, there were more advertisements oriented towards both girls and boys, and there were more males as central figures. The differences between two countries were not major, suggesting that levels of gender-stereotyping in Poland and Britain are similar, with slightly more stereotyping present in Polish advertisements.
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