A Content Analysis of Prime Time Commercials: A Contextual Framework of Gender Representation

By Dennis J. Ganahl, Thomas J. Prinsen, S. Netzley. 2003

155 citations recorded by the source corpus.

View Paper: https://www.semanticscholar.org/paper/e54874aa2136e3d40464e8dde729234c0802025c

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Citations in the corpus

Women “Take Care,” Men “Take Charge”: Managers' Stereotypic Perceptions of Women and Men Leaders (2009, background): “They are a recurring theme in situation comedies, cartoons, commercial advertisements, and even children's books ( Aubrey & Harrison, 2004 ; Ganahl, Prinsen & Netzley, 2003 ; Hanke, 1998 ).”
A longitudinal content analysis of gender role portrayal in Belgian television advertising (2016, methodology): “Ganahl et al. (2003) found that, despite significant changes in women’s roles in the US society, they are perpetually portrayed in a stereotypical fashion.”
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).”
Examination of Gender-role Portrayals in Television Advertising across Seven Countries (2011, background): “Retail stores, health and beauty aids/pharmacy, and fashion/ clothing have been traditionally viewed as women's product categories (Ganahl et al. 2003; Scott 1976), whereas automobiles/automobile supplies, electronics/appliances,”
Virtual Virgins and Vamps: The Effects of Exposure to Female Characters’ Sexualized Appearance and Gaze in an Immersive Virtual Environment (2009, background): “Compared to men, women are relegated to secondary or subordinate roles (Ganahl et al. 2003) and are much more likely to appear in a sexualized or objectified manner, often solely for ornamental purposes (Lin 1998; Stankiewicz and Rosselli 2008).”
Cross-Cultural Differences in Sexual Advertising Content in a Transnational Women's Magazine (2005, background): “Numerous studies within recent years have actually shown an increase in sexism, sexuality, and objectification in contemporary advertising (e.g., Frith, Cheng, & Shaw, 2004, 2005; Ganahl, Prinsen, & Netzley, 2003; Reichert & Carpenter, 2004; Reichert & Lambiase, 2003).”
Gender Stereotypes in Spanish Television Commercials (2007, background): “In terms of product-type, the results of many studies (Allan and Coltrane 1996; Craig 1992; Ganahl et al. 2003; Lovdal 1989; Kim and Lowry 2005) show significant relationships between the main character’s gender and the product type being advertised, and, in general, the researchers have concluded”
A meta-analysis of gender roles in advertising (2010, methodology): “Furthermore, some authors consider that advertisements are moving toward a slightly less stereotypical stance (Wolin 2003), particularly in Western societies (Furnham and Mak 1999), while other authors stress that women are still being portrayed in a stereotypical way; and stereotyping is even becom”