著者

李 津娥

出版者

慶應義塾大学

雑誌

哲學 (ISSN:05632099)

巻号頁・発行日

vol.110, pp.37-57, 2003-03

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特集コミュニケーション課程の諸相論文目的方法 分析対象 コーディング項目と信頼性結果 主人公に占める男女の割合 ターゲットと主人公の性別 広告商品と主人公の性別 主人公の役柄と性別 広告商品と主人公の役柄 主人公の登場場面 主人公と一緒に登場する人物考察This study presents a content analysis of sex role portrayals in Japanese and Korean TV commercials. The results show that, in general, men and women are presented differently in advertising and that each sex is still shown in traditional roles. The major findings were as follows: (1) Women are overrepresented in ads for such items female cosmetics and household products while men are more portrayed in insurance and banks ads. (2) Women are most often portrayed in the role of wife/mother while men are more frequently portrayed in business settings. (3) In Korean TV commercials, women are more portrayed in traditional gender stereotypes and are overrepresented physical attraction.