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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