Sex-role stereotyping in television commercials: A verbal response mode and content analysis.
- 1 January 1987
- journal article
- research article
- Published by American Psychological Association (APA) in Canadian Journal of Behavioural Science / Revue canadienne des sciences du comportement
- Vol. 19 (1) , 25-39
- https://doi.org/10.1037/h0079873
Abstract
The degree of sex-role stereotyping in television commercials was assessed using both a verbal response mode (VRM) and a content analysis. A total of 120 commercials (60 daytime and 60 primetime), each depicting an adult male-female dyad verbally interacting, were drawn from a larger sample of commercials aired between October 1983 and January 1984 on the major North American networks. The results of the two analyses were quite consistent and revealed a more sex-stereotyped pattern of male-female differences in daytime than in primetime commercials. On the whole, the results indicate that sex-role stereotyping still exists in television commercials and that it is present at subtle as well as obvious levels of analysis.This publication has 2 references indexed in Scilit:
- Parent-child interaction in the laboratory: Effects of role, task, and child behavior pathology on verbal response mode useJournal of Abnormal Child Psychology, 1981
- ON THE METHODS AND THEORY OF RELIABILITYJournal of Nervous & Mental Disease, 1976