An Asian Perspective on the Portrayal of Men and Women in Television Advertisements: Studies From Hong Kong and Indonesian Television

By Adrian Furnham, T. Mak, Liza Tanidjojo. 2000

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A meta-analysis of gender roles in advertising (2010, background): “25 Furnham et al. 2000b, study 1 Hong Kong 1997 TV whole/during day total up to 2 cf excluded”
Gender Role Portrayals in Indian Television Ads (2011, background): “Results indicate that men are more likely than women to appear in ads in general and in ads for automotive, technical and financial services ( Furnham et al. 2000b; Furnham and Voli 1989 ;N eto and Pinto1998).”
Television Commercials as a Lagging Social Indicator: Gender Role Stereotypes in Korean Television Advertising (2005, background): “Therefore, “unmarried” can be interpreted as being “available.” As previous researchers have claimed that women in advertising are portrayed as sex objects (Allan & Coltrane, 1996; Furnham & Mak, 1999; Ganahl et al., 2003; McArthur & Resko, 1975), one can argue that young (i.e., unmarried) female ”
Gender Stereotypes in Spanish Television Commercials (2007, background): “The pattern of gender role stereotypes in television advertising does not appear to be the same worldwide: Although gender stereotyping seems to be decreasing in the West, this does not seem to be the case in Asia and Africa (Furnham and Farrager 2001; Furnham and Mak 1999 ).”