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Gender Role Portrayals in Prime-Time Television Commercials in Thailand
Unformatted Document Text:  Gender Role Portrayals 20 References ACNielson Telescope. (2001, Jan-Jun). Weekday quarter-hour by channel, weekend quarter-hour by channel, Thailand. Retrieved March 27, 2002, from http:// www.topspace.com/media_scene/tv_003.html Bandura, A. (1977). Social learning theory. Englewood Cliffs, N.J.: Prentice-Hall. Bartsch, R. A., Burnett, T., Diller, T. R., Rankin-Williams, E. (2000). Gender representation in television commercials: Updating an update. Sex Roles, 43, 735-743. Bresnahan, M. J., Inoue, Y., Liu, W. Y., & Nishida, T. (2001). Changing gender roles in prime- time commercials in Malaysia, Japan, Taiwan, and the United States. Sex Roles, 45, 117- 131. Bretl, D. J., & Cantor, J. (1988). The portrayal of men and women in us television commercials: A recent analysis and trends over 15 years. Sex Roles, 26, 243-259. Craig, R. S. (1992). The effect of television day part on sex portrayals in television commercials: A content analysis. Sex Roles, 26, 197-211. Furnham, A., & Bitar, N. (1993). The stereotyped portrayal of men and women in British television advertisements. Sex Roles, 29, 297-310. Furnham, A., & Mak, T. (1999). Sex-role stereotyping in television commercials: A review and comparison of fourteen studies done on five continents over 25 years [Electronic Version]. Sex Roles, 41, 413-437. Furnham, A., Mak, T., & Tanidjojo, L. (1998). An Asian perspective on the portrayal of men and women in television advertisements: Studies from Hong Kong and Indonesian television. Journal of Applied Social Psychology, 30(11), 2341-2364.

Authors: Duff, Desiree.
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Gender Role Portrayals 20
References
ACNielson Telescope. (2001, Jan-Jun). Weekday quarter-hour by channel, weekend quarter-hour
by channel, Thailand. Retrieved March 27, 2002, from http://
www.topspace.com/media_scene/tv_003.html
Bandura, A. (1977). Social learning theory. Englewood Cliffs, N.J.: Prentice-Hall.
Bartsch, R. A., Burnett, T., Diller, T. R., Rankin-Williams, E. (2000). Gender representation in
television commercials: Updating an update. Sex Roles, 43, 735-743.
Bresnahan, M. J., Inoue, Y., Liu, W. Y., & Nishida, T. (2001). Changing gender roles in prime-
time commercials in Malaysia, Japan, Taiwan, and the United States. Sex Roles, 45, 117-
131.
Bretl, D. J., & Cantor, J. (1988). The portrayal of men and women in us television commercials:
A recent analysis and trends over 15 years. Sex Roles, 26, 243-259.
Craig, R. S. (1992). The effect of television day part on sex portrayals in television commercials:
A content analysis. Sex Roles, 26, 197-211.
Furnham, A., & Bitar, N. (1993). The stereotyped portrayal of men and women in British
television advertisements. Sex Roles, 29, 297-310.
Furnham, A., & Mak, T. (1999). Sex-role stereotyping in television commercials: A review and
comparison of fourteen studies done on five continents over 25 years [Electronic
Version]. Sex Roles, 41, 413-437.
Furnham, A., Mak, T., & Tanidjojo, L. (1998). An Asian perspective on the portrayal of men and
women in television advertisements: Studies from Hong Kong and Indonesian television.
Journal of Applied Social Psychology, 30(11), 2341-2364.


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