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Date of Award
1989
Document Type
Thesis - Pacific Access Restricted
Degree Name
Master of Arts (M.A.)
Department
Communication
First Advisor
Jon F. Schamber
First Committee Member
Randall J. Koper
Second Committee Member
Kenneth D. Day
Abstract
This study sought to provide more complete information on the relationship of male and female voice-overs to male and female role portrayals in advertisements, patterns between the use of voice-overs and the product advertised, and a comparison of findings with the results of previous research.
The content of a sample of television advertisements broadcast during the summer of 1988 was examined. Voice-overs were found to be predominately male with female voice-overs occurring in just ten percent of those advertisements that used voice-over talent. It was also found that female voice-overs are more likely to be heard in household and hygiene commercials than in an advertisement for any other product. The roles portrayed by men and women in this sample remained consistent with traditional sex-stereotyped norms. The data show that women are still most frequently represented in non-salaried occupations and when represented as professionals fall into traditional accepted occupations such as nursing and caterering. The data indicate that for most of the variables the image of women portrayed in these commercials has changed little in the past ten years.
Pages
82
Recommended Citation
Henry, Catherine Lorraine. (1989). Sex-stereotyped role-models in television advertisements : a content analysis. University of the Pacific, Thesis - Pacific Access Restricted. https://scholarlycommons.pacific.edu/uop_etds/2180
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