Gender Representation in Television Commercials: Updating an Update

By Robert A. Bartsch, Teresa Burnett, Tommye R. Diller, Elizabeth Rankin-Williams. 2000

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Gender Stereotypes in Spanish Television Commercials (2007, background): “Several studies have dealt with analyses of different time periods to verify whether there had been a change in gender stereotyping in television advertising over time ( Bartsch et al. 2000; Bretl and Cantor 1988; Lovdal 1989; Ganahl et al. 2003; Rizor 2003).”
Gender Portrayals Across the Life Span: A Content Analytic Look at Broadcast Commercials (2004, background): “Following other researchers (Bartsch et al., 2000; Lovdal, 1989), local commercials, political advertisements, trailers for television shows, and movie and sports event commercials were not included in the sample.”
Performing Gender: A Content Analysis of Gender Display in Music Videos (2011, background): “In other comparisons of commercials over time, larger degrees of gender bias and stereotypes have been found in more recent commercials than in earlier ones, indicating that television commercials may have actually regressed in terms of gender neutrality (Bartsch et al. 2000; Ganahl et al. 2003).”