Sex‐role stereotyping in British television advertisements at different times of the day: An extension and refinement of Manstead & McCulloch (1981)

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Abstract
Following the lead established by Manstead & McCulloch (1981), a further examination of sex‐role stereotypes in British television advertising was undertaken. In this case, daytime advertisements were analysed as well as evening ones, the data from the visual component of the advertisment were analysed separately from those for the voice‐over component, and a number of additions and modifications were made to the existing coding procedures. In the visual modality, several differences were found between the images of men and women presented in the daytime and those presented in the evening. However, it was not possible to perform the equivalent analysis on the voice‐over data owing to the overwhelming domination of this modality by male central figures. The implications of these findings are discussed, together with their relationship with the findings of similar previous studies.

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