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Gender Portrayal of Korean and Hong Kong Children's Television Commercials

Title
Gender Portrayal of Korean and Hong Kong Children's Television Commercials
Author
문영숙
Issue Date
2002-07
Publisher
International Communication Association
Citation
Asian Journal of Communication, v. 12, issue. 2, page. 100-119
Abstract
This study examined gender portrayal in a sample of 345 television commercials broadcast during children's programmes in Hong Kong and Korea using content analysis. Literature suggests that Hong Kong culture differs from Korean culture on the dimension of Masculinity/Femininity proposed by Hofstede. The differences between the two countries provide a valid test of theory, and suggest hypotheses about the gender portrayal in children's advertising. The results of the study showed, contrary to expectations from Hofstede's framework, that the gender portrayal of central characters and the level of gender stereotyping in Hong Kong commercials was similar to those of Korean commercials. Possible explanations include the emerging homogeneous youth market using a standardized advertising strategy, and the rising concern for women's rights in Korea.
URI
https://repository.hanyang.ac.kr/handle/20.500.11754/157553
ISSN
0129-2986; 1742-0911
DOI
10.1080/01292980209364825
Appears in Collections:
COLLEGE OF COMMUNICATION[E](언론정보대학) > ADVERTISING & PUBLIC RELATIONS(광고홍보학부) > Articles
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