haku: @indexterm roles / yhteensä: 343
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| Tekijä: | Knoll, S. Eisend, M. Steinhagen, J. |
| Otsikko: | Gender roles in advertising: measuring and comparing gender stereotyping on public and private TV channels in Germany |
| Lehti: | International Journal of Advertising
2011 : VOL. 30:5, p. 867-888 |
| Asiasana: | gender roles television advertising Germany |
| Kieli: | eng |
| Tiivistelmä: | Purpose of this paper is to provide a measure for the degree of stereotyping in television advertisements. The study compares gender roles on public and private TV channels in Germany. The results reveal that different stereotyping components differs significantly between public and private channels. On private channels gender stereotypes are related to role behavior and physical characteristic and aim to sell a product. On public channels, stereotypes refer to occupational status and thus interfere with the major goal of gender equality policy. |
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