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Representations of Gender and Age in Television Commercials: A Content Analysis
Unformatted Document Text:  Gender & Age in Commercials 25 Coltrane, S. & Messineo, M. (2000). The perpetuation of subtle prejudice: Race and gender imagery in 1990s television advertising. Sex Roles, 42, 363-389. Craig, S. (1992). Women as home caregivers: Gender portrayals in OTC drug commercials. Journal of Drug Education, 22, 303-312. Daniels, G. (August, 2000). Television network diversity deals and citizen group action in 21 st century broadcasting policy. Paper presented at the National Communication Association Doctoral Honors Conference, Evanston, IL. Fullerton, J. & Kendrick, A. (2000). Portrayal of men and women in U.S. Spanish-language television commercials. Journalism & Mass Communication Quarterly, 77, 128-142. Furnham, A. & Bitar, N. (1993). The stereotyped portrayal of men and women in British television advertisements. Sex Roles, 29, 297-310. Furnham, A. & Farragher, E. (2000). A cross-cultural content analysis of sex-role stereotyping in television advertisements: A comparison between Great Britain and New Zealand. Journal of Broadcasting & Electronic Media, 44, 415-436. 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. Sex Roles, 41, 413-437. Greenberg, B., Mastro, D., & Brand, J. (2002). Minorities and the mass media: Television into the 21 st century. In J. Bryant & D. Zillmann (Eds.), Media effects: Advances in theory and research (pp. 333-351). Hillsdale, NJ: Lawrence Erlbaum Associates. Harrison, K., & Cantor, J. (1997). The relationship between media consumption and eating disorders. Journal of Communication, 47, 40-67. Heimstra, R., Goodman, M., Middlemiss, M. & Vosco, R. (1983). How older persons are portrayed in television advertising: Implications for educators. Educational Gerontology, 9, 111-114. Hong, C. (1997). ’Holding up half of the sky’? A sociocultural comparison of gender-role portrayals in Chinese and US advertising. International Journal of Advertising, 16, 295-319. Jose, P. E., & Brewer, W. F. (1984). Development of story liking: Character

Authors: Mastro, Dana. and Stern, Susannah.
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Gender & Age in Commercials 25
Coltrane, S. & Messineo, M. (2000). The perpetuation of subtle prejudice: Race and gender imagery in
1990s television advertising. Sex Roles, 42, 363-389.
Craig, S. (1992). Women as home caregivers: Gender portrayals in OTC drug commercials. Journal of
Drug Education, 22, 303-312.
Daniels, G. (August, 2000). Television network diversity deals and citizen group action in 21
st
century
broadcasting policy. Paper presented at the National Communication Association Doctoral
Honors Conference, Evanston, IL.
Fullerton, J. & Kendrick, A. (2000). Portrayal of men and women in U.S. Spanish-language television
commercials. Journalism & Mass Communication Quarterly, 77, 128-142.
Furnham, A. & Bitar, N. (1993). The stereotyped portrayal of men and women in British television
advertisements. Sex Roles, 29, 297-310.
Furnham, A. & Farragher, E. (2000). A cross-cultural content analysis of sex-role stereotyping in
television advertisements: A comparison between Great Britain and New Zealand. Journal of
Broadcasting & Electronic Media, 44, 415-436.
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. Sex Roles, 41, 413-437.
Greenberg, B., Mastro, D., & Brand, J. (2002). Minorities and the mass media: Television into the 21
st
century. In J. Bryant & D. Zillmann (Eds.), Media effects: Advances in theory and research (pp.
333-351). Hillsdale, NJ: Lawrence Erlbaum Associates.
Harrison, K., & Cantor, J. (1997). The relationship between media consumption and eating disorders.
Journal of Communication, 47, 40-67.
Heimstra, R., Goodman, M., Middlemiss, M. & Vosco, R. (1983). How older persons are portrayed in
television advertising: Implications for educators. Educational Gerontology, 9, 111-114.
Hong, C. (1997). ’Holding up half of the sky’? A sociocultural comparison of gender-role portrayals in
Chinese and US advertising. International Journal of Advertising, 16, 295-319.
Jose, P. E., & Brewer, W. F. (1984). Development of story liking: Character


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