Sex-role portrayals and the gender of nations

Citation
Lm. Milner et Jm. Collins, Sex-role portrayals and the gender of nations, J ADVERT, 29(1), 2000, pp. 67-79
Citations number
58
Language
INGLESE
art.tipo
Article
Categorie Soggetti
Communication
Journal title
JOURNAL OF ADVERTISING
ISSN journal
0091-3367 → ACNP
Volume
29
Issue
1
Year of publication
2000
Pages
67 - 79
Database
ISI
SICI code
0091-3367(200021)29:1<67:SPATGO>2.0.ZU;2-8
Abstract
This study compares television advertisements from Japan, Russia, Sweden, a nd the United States are compared. Consistent with Hofstede's framework whi ch suggests that countries may be characterized along a continuum from masc uline to feminine, the authors found that television advertisements from fe minine countries featured more depictions of relationships for male and fem ale characters than did masculine countries. Expectations of fewer gender d ifferences in feminine countries than in masculine countries and of greater depictions of productivity being found in television advertisements from m asculine countries were not realized however. Implications of these finding s for the international advertiser are considered, and future directions fo r research are suggested.