Title

Adolescent evaluation of gender-role and sexual imagery in television advertisements

Document Type

Article

Journal/Book Title/Conference

Journal of Broadcasting and Electronic Media

Volume

47

Issue

3

Publisher

Taylor & Francis

Publication Date

2003

First Page

435

Last Page

454

DOI

10.1207/s15506878jobem4703_7

Abstract

This study examines gender role and sexual content in television advertising messages, and the cognitive elaborations of adolescents processing these messages. Adolescents viewed and commented on television advertisements of beer and non-beer products in the contexts of sports and entertainment programming. Results found that a majority of the ads contained traditional gender role content. Fewer ads combined sexual with traditional gender role content. The adolescents' comments criticized female imagery, while their comments on male portrayals were relatively neutral. More than half the respondents challenged ad content, including product claims, realism, and production techniques, with females counterarguing more than males.

Comments

Originally published by Taylor & Francis. Publisher's PDF available through remote link.