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Women Sell Mascara, Men Sell Machines?: A Content Analysis of Gender Portrayals in Swiss Prime-Time TV Advertisements
Stockholm University, Faculty of Humanities, Department of Media Studies, JMK.
2019 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

This study analyzes gender portrayals in Swiss prime-time television advertising with regard to gender stereotypes. A content analysis of 449 characters of 412 distinct advertisements sampled from four selected German-speaking TV channels in Switzerland was carried out. Characters in the ads were coded for physical appearance, sexualization, social role, and occupation. The data show significant variations between the representation of women and men in all four aspects. An international comparison of the gender portrayals used in Swiss advertising suggests that they are almost identical to internationally used stereotypes. Only small deviances occur, such as the portrayal of both women and men in a home setting, an equal share of female and male characters doing housework, and no differences in the arguments given by women and men on why to use a product they advertise.

Place, publisher, year, edition, pages
2019. , p. 124
Keywords [en]
Switzerland, gender, gender portrayals, stereotyping, gender stereotyping, advertising, television advertising
National Category
Media Studies
Identifiers
URN: urn:nbn:se:su:diva-170347OAI: oai:DiVA.org:su-170347DiVA, id: diva2:1331663
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Examiners
Available from: 2019-08-29 Created: 2019-06-27 Last updated: 2019-08-29Bibliographically approved

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CiteExportLink to record
Permanent link

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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf