Citation

Who Is Wonder Woman? Gender Stereotypes and Heroism in TV Advertisements

Abstract | Word Stems | Keywords | Association | Citation | Similar Titles



Abstract:

This study investigated the gender stereotypes of hero figures in Clio Award winning commercials between 1999 and 2010. By applying content analysis method, this study found support for the hypotheses that male characters in the ads are more likely to be depicted as warrior types. Also, male products are more likely to contain male characters that match with their product personality. However, there was no support for the hypotheses that female characters are likely to be caregiver types in the ads.

Most Common Document Word Stems:

gender (101), advertis (101), hero (70), product (57), stereotyp (57), heroism (52), ad (49), role (46), male (42), femal (40), portray (39), type (36), women (35), commerci (29), studi (28), warrior (27), award (27), sampl (26), clio (26), research (25), social (23),
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Association:
Name: Association for Education in Journalism and Mass Communication
URL:
http://www.aejmc.org


Citation:
URL: http://citation.allacademic.com/meta/p670087_index.html
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MLA Citation:

Choi, Yunmi., Starr, Walter., Kim, Kayoung. and Parish, Nancy. "Who Is Wonder Woman? Gender Stereotypes and Heroism in TV Advertisements" Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, Renaissance Hotel, Washington DC, Aug 08, 2013 <Not Available>. 2018-08-30 <http://citation.allacademic.com/meta/p670087_index.html>

APA Citation:

Choi, Y. , Starr, W. , Kim, K. and Parish, N. , 2013-08-08 "Who Is Wonder Woman? Gender Stereotypes and Heroism in TV Advertisements" Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, Renaissance Hotel, Washington DC Online <PDF>. 2018-08-30 from http://citation.allacademic.com/meta/p670087_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: This study investigated the gender stereotypes of hero figures in Clio Award winning commercials between 1999 and 2010. By applying content analysis method, this study found support for the hypotheses that male characters in the ads are more likely to be depicted as warrior types. Also, male products are more likely to contain male characters that match with their product personality. However, there was no support for the hypotheses that female characters are likely to be caregiver types in the ads.


Similar Titles:
Developing a New Gender Role Stereotype Index for Television Advertising: Coding Stereotypical and Reverse-Stereotypical Portrayals

Gendered Movement in Embodied Research: A conference demonstration and discussion on performance arts in Gender Studies and Women Studies

Female Ph.D. completion in the United States: Social and academic interactions with faculty, research productivity, and field of study differences

Myth: WomenÂ’s studies courses generally cover gender equity issues directly related to education such as Title IX, sex stereotyping, & the role of education


 
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