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The European Journal of Communication Research

Founded by Silbermann, Alphons

Ed. by Krotz, Friedrich / d'Haenens, Leen

Editorial Board Member: Averbeck-Lietz, Stefanie

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

Amir Hetsroni1

1E-mail: ;

Citation Information: Communications. Volume 35, Issue 1, Pages 29–44, ISSN (Online) 1613-4087, ISSN (Print) 0341-2059, DOI: 10.1515/comm.2010.002, March 2010

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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.

Keywords:: Television; Violence; Advertising; USA; Israel; Pluralistic Media Ignorance; Drench Hypothesis

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