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Gender Role Portrayals in Prime-Time Television Commercials in Thailand
Unformatted Document Text:  Gender Role Portrayals 12 Product As in Bresnahan et al. (2001), the study followed the design of Sengupta (1995) in using the following 14 product categories: (1) food, snacks, and soft drinks; (2) personal and beauty care products; (3) cars and automotive accessories; (4) drugs and medicine; (5) household cleaning and furnishing products; (6) restaurant, resort, and retail stores; (7) alcohol beverages, (8) public services such as transportation and ads for school, publications, and so forth; (9) pet food and products; (10) clothing and accessories (shoes, jewelry); (11) finance and real estate; (12) tobacco; (13) technology; and (14) sports, music, and personal entertainment. (p. 122) End Comment The end comment category was coded for “present” or “absent.” End comment was defined as a final—or closing—remark offered by the character. Results Intercoder reliability was calculated for each variable in an SPSS crosstabulation table using kappa as a measure of agreement. Excellent agreement beyond chance was achieved in five categories: (a) gender (kappa = .98); (b) product (kappa = .94); (c) end comment (kappa = .87); (d) age (kappa = .77); and (e) location (kappa = .77). Fair to good agreement beyond chance was achieved in the other four categories: (a) mode of presentation (kappa = .68); (b) credibility basis (kappa = .65); (c) argument (kappa = .56); and (d) roles (kappa = .49). Kappa scores for credibility basis, argument, and roles likely would have improved with further coder training. Some confusion existed in credibility basis when product user also might have been considered an authoritative figure. In addition, the kappa values suggested that distinctions could be made between scientific and nonscientific arguments. Finally, the coding of children

Authors: Duff, Desiree.
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Gender Role Portrayals 12
Product
As in Bresnahan et al. (2001), the study followed the design of Sengupta (1995) in using
the following 14 product categories:
(1) food, snacks, and soft drinks; (2) personal and beauty care products; (3) cars and
automotive accessories; (4) drugs and medicine; (5) household cleaning and furnishing
products; (6) restaurant, resort, and retail stores; (7) alcohol beverages, (8) public services
such as transportation and ads for school, publications, and so forth; (9) pet food and
products; (10) clothing and accessories (shoes, jewelry); (11) finance and real estate; (12)
tobacco; (13) technology; and (14) sports, music, and personal entertainment. (p. 122)
End Comment
The end comment category was coded for “present” or “absent.” End comment was
defined as a final—or closing—remark offered by the character.
Results
Intercoder reliability was calculated for each variable in an SPSS crosstabulation table
using kappa as a measure of agreement. Excellent agreement beyond chance was achieved in
five categories: (a) gender (kappa = .98); (b) product (kappa = .94); (c) end comment (kappa =
.87); (d) age (kappa = .77); and (e) location (kappa = .77). Fair to good agreement beyond
chance was achieved in the other four categories: (a) mode of presentation (kappa = .68); (b)
credibility basis (kappa = .65); (c) argument (kappa = .56); and (d) roles (kappa = .49). Kappa
scores for credibility basis, argument, and roles likely would have improved with further coder
training. Some confusion existed in credibility basis when product user also might have been
considered an authoritative figure. In addition, the kappa values suggested that distinctions
could be made between scientific and nonscientific arguments. Finally, the coding of children


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