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Representations of Gender and Age in Television Commercials: A Content Analysis
Unformatted Document Text:  Gender & Age in Commercials 28 Table 1 ANOVA Means for Attributes of Female and Male Characters by Age ______________________________________________________________________________ Child Teen Young Middle Senior Adult Adult F p 2 _____________________________________________________________________________ Attractiveness 8.41 .001 .01 1=most attractive 5=least attractive Female 2.48 2.80 2.08 2.90 3.60 Male 2.67 2.93 2.72 3.27 3.77 Degree of Dress 10.45 .001 .02 1=conservative 5=suggestive Female 2.33 2.77 2.83 2.32 2.09 Male 2.64 2.52 2.37 2.07 2.10 Female Body Type 49.39 .001 .17 1=most slim 5=most obese Female 2.94 3.25 2.89 3.80 4.34 Male Body Type 57.76 .001 .15 1=most slim 5=most obese Male 2.69 3.51 3.83 4.46 4.30 Activity 1.91 ns 1=active 5=passive Female 3.26 2.46 2.85 3.23 3.32 Male 3.01 2.72 2.69 3.14 3.38 ______________________________________________________________________________

Authors: Mastro, Dana. and Stern, Susannah.
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Gender & Age in Commercials 28
Table 1

ANOVA Means for Attributes of Female and Male Characters by Age
______________________________________________________________________________
Child Teen Young
Middle Senior
Adult Adult
F
p
2
_____________________________________________________________________________
Attractiveness
8.41 .001 .01
1=most attractive
5=least attractive
Female
2.48 2.80 2.08 2.90 3.60
Male
2.67 2.93 2.72 3.27 3.77
Degree of Dress
10.45 .001 .02
1=conservative
5=suggestive
Female
2.33 2.77 2.83 2.32 2.09
Male
2.64 2.52 2.37 2.07 2.10
Female Body Type
49.39 .001 .17
1=most slim
5=most obese
Female
2.94 3.25 2.89 3.80 4.34
Male Body Type
57.76 .001 .15
1=most slim
5=most obese
Male
2.69 3.51 3.83 4.46 4.30
Activity
1.91 ns
1=active
5=passive
Female
3.26 2.46 2.85 3.23 3.32
Male
3.01 2.72 2.69 3.14 3.38
______________________________________________________________________________


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